Baked goods manufacturers face the same pressures as other companies in responding to consumer demands for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—such as emulsifiers like DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid inadvertently altering the final product’s appearance and taste. As Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, noted to Food Dive last summer, “Companies are increasingly hesitant to include ingredients like elemental iron in ferrous bisglycinate.” She explained that regulations require the inclusion of “dough conditioner” on ingredient lists, along with chemical names that often do not align with the clean image that brands strive to project.
Recent data from Labelferrous sulfate Insight indicates that 67% of consumers find it challenging to determine whether a product meets their needs just by looking at the packaging, with about half feeling only slightly more informed after reading the label. As transparency becomes paramount, consumers are beginning to connect their brand loyalty to products that genuinely deliver on their promises of clean labeling. Food companies are acutely aware of this trend, having improved the health profiles of around 180,000 products in 2016, according to the Consumer Goods Forum.
However, not all food additives and preservatives are detrimental, according to two food safety and nutrition professors at Iowa State University. Some additives serve crucial roles in protecting against pathogens and spoilage or in enhancing aesthetics, even if consumers may struggle to grasp the risk-benefit balance. The key lies in striking this balance to produce a quality product that consumers feel comfortable with and can relate to. In the realm of baked goods, the right combination of enzymes is vital. Amylase, for instance, is a common enzyme that breaks down complex starches into simple sugars; if this process fails, yeast fermentation will not occur. Therefore, wheat flour must contain an adequate amount of amylase to ensure a good flavor, appealing crust, and extended shelf life. Since many wheat flours are deficient in amylase, it must be added.
Baked goods manufacturers who thoughtfully transition from chemical ingredients to clean labels stand to attract new customers while retaining loyal ones. However, as companies modify their ingredient lists, they must preserve the qualities that shoppers associate with their favored products—or risk damaging brand loyalty and losing market share. Additionally, as consumers educate themselves, questions arise, such as “Are calcium and calcium citrate the same?” This highlights the importance of clear labeling and transparency as brands navigate this evolving landscape.