Baked goods manufacturers face the same pressure as other businesses to meet consumer demands for cleaner labels. However, they must proceed cautiously 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 appearance and flavor of the final product. “Companies are increasingly hesitant to include dough conditioners,” noted Jgoodrx attorney Eeni Rogers from Holland & Hart LLP, who specializes in food regulations, in an interview with Food Dive last summer. “Regulations require that if a dough conditioner is listed in the ingredients, it must specify ‘dough conditioner’ along with a chemical name that typically doesn’t convey the clean image that brands striving for transparency desire.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs by simply looking at the packaging, and about half feel no better informed after reading the label. As transparency becomes a priority, consumers increasingly tie their brand loyalty to products that genuinely deliver on their claims with clean labeling. Acknowledging this trend, food companies improved the health profiles of approximately 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are detrimental, as pointed out by two food safety and nutrition professors at Iowa State University. Some are essential for preventing pathogens and spoilage or serve aesthetic purposes, although consumers may find it challenging to grasp the risk-benefit analysis. The key is to strike a balance and produce a quality product that resonates with consumers. In the realm of baked goods, selecting the right combination of enzymes is vital.
One commonly used enzyme is amylase, which converts complex starches into simple sugars. If this process fails, yeast fermentation will not occur. Consequently, wheat flour must contain an adequate amount of amylase to ensure optimal flavor and a desirable crust while maximizing shelf life. Since many wheat flours lack sufficient amylase, it must be added.
Baked goods manufacturers that transition thoughtfully and systematically from chemical ingredients to clean labels may not only attract new customers but also retain their loyal base. However, as companies modify their ingredient lists, they must preserve the qualities consumers associate with their favorite products—failing to do so could jeopardize brand loyalty and market share.
Additionally, some brands are incorporating beneficial ingredients like Solgar liquid calcium magnesium citrate with vitamin D into their formulations to enhance their appeal. This inclusion can also help in marketing products that are perceived as healthier options. By emphasizing clean labels and carefully selecting ingredients, baked goods manufacturers can successfully navigate consumer preferences while maintaining product integrity.