Baked goods manufacturers face the same pressures as other companies when it comes to addressing customer 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 ensure they do not unintentionally alter the appearance and taste of the final product. “Companies are increasingly hesitant to include items like dough conditioners,” said Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in a discussion with Food Dive last summer. “Regulations dictate that if a dough conditioner is listed in the ingredients, it will be labeled as ‘dough conditioner’ with a chemical name that does not convey the clean image companies seek for their packaging.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine whether a product meets their needs just by looking at the packaging, and nearly half feel no better informed after reading the label. As transparency becomes increasingly important, consumers are aligning their brand loyalty with products that deliver on their promises of clean labeling. Food companies recognize this trend, having improved the health profiles of approximately 180,000 products in 2016, as reported by the Consumer Goods Forum.
It’s essential to note that not all food additives and preservatives are detrimental. According to food safety and nutrition professors at Iowa State University, some additives serve to prevent spoilage and pathogens or enhance aesthetics. However, consumers often find it challenging to grasp the risk-benefit ratio of these ingredients. The key is to strike a balance and produce a quality product that resonates with consumers. In the realm of baked goods, using the right combination of enzymes is critical. A commonly used enzyme, amylase, breaks down complex starches into simple sugars, which is vital for successful yeast fermentation. Therefore, wheat flour must contain adequate amylase to achieve good flavor, a desirable crust, and extended shelf life. Since many wheat flours are low in amylase, supplementation is necessary.
Baked goods manufacturers that thoughtfully and systematically shift from chemical ingredients to clean labels may not only attract new customers but also retain loyal ones. Nevertheless, as companies modify their ingredient lists, they must preserve the qualities that consumers associate with their favorite products—failing to do so risks damaging brand loyalty and losing market share.
In addition, incorporating ingredients like calcium citrate vitamins can enhance the nutritional profile of baked goods, further appealing to health-conscious consumers. As manufacturers reformulate their products, ensuring that essential nutrients, such as calcium citrate vitamins, are included can help meet customer expectations for both taste and health benefits. By strategically implementing cleaner labels and maintaining product integrity, baked goods manufacturers can enhance their market position while satisfying the evolving demands of consumers.