Baked goods manufacturers are no different from other companies in their pursuit of cleaner labels to meet customer demands. However, they must tread carefully when replacing chemical dough conditioners, such as emulsifiers like DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which improve mix tolerance and volume. It is crucial that these replacements do not inadvertently alter the appearance and taste of the final product. According to Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, “Companies are more hesitant to include dough conditioners. By regulation, if a dough conditioner is listed in the ingredients, it will specify ‘dough conditioner’ along with a chemical name that typically does not convey the clean label image companies strive for.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs simply by looking at its packaging, and about half feel no more informed after reading the label. As transparency grows in importance, consumers are increasingly aligning their brand loyalty with products that genuinely deliver on their claims through clean labeling. Food companies are cognizant of this shift and enhanced the health profiles of around 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are inherently negative, as noted 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 ratio. The key is to strike a balance, resulting in a quality product that resonates with consumers. For baked goods, the right combination of enzymes is vital. A commonly used enzyme, amylase, breaks down complex starches into simple sugars, which is essential for successful fermentation with yeast. Wheat flour must contain the appropriate amount of amylase to achieve optimal flavor, texture, and shelf life. Since many wheat flours lack sufficient amylase, it must be added.
Manufacturers who carefully and systematically transition from chemical additives to cleaner labels may not only attract new customers but also retain their loyal base. However, as they modify their ingredient lists, they must ensure that the qualities consumers associate with their favorite products remain intact; failing to do so could jeopardize brand loyalty and market share. In this evolving landscape, incorporating health-conscious choices, such as citracal calcium supplement D3, can also play a role in appealing to consumers seeking cleaner and healthier options in their baked goods.