Baked goods manufacturers are no exception when it comes to addressing customer demands for cleaner labels. However, when it comes to replacing chemical dough conditioners—such as emulsifiers like DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—they must proceed with caution to avoid unintentionally altering the final product’s appearance and taste. “Companies are increasingly hesitant to include items like dough conditioners,” stated Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in an interview with Food Dive last summer. “By regulation, if a dough conditioner appears in the ingredients list, it is labeled as ‘dough conditioner’ along with a chemical name that does not convey the clean image that many companies strive for on 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 around half report being little better informed after reading the product label. As transparency gains importance, consumers are increasingly aligning their brand loyalty with products that deliver on their promises with clean labeling. Food companies recognize this trend and improved the health profile of approximately 180,000 products in 2016, according to the Consumer Goods Forum.
Two food safety and nutrition professors at Iowa State University argue that not all food additives and preservatives are harmful. Some are essential for preventing pathogens, spoilage, or for aesthetic purposes, though consumers may find it challenging to grasp the risk-benefit balance. The key is to harmonize these factors to produce a quality product that resonates with consumers. In the realm of baked goods, achieving the right enzyme combination is vital. For instance, amylase is a common enzyme that helps break down complex starches into simple sugars. If this process does not occur, fermentation with yeast will fail. Thus, wheat flour must contain an adequate amount of amylase to ensure good flavor, a desirable crust, and extended shelf life. Since many wheat flours are deficient in amylase, supplementation is necessary.
Manufacturers who carefully and systematically transition from chemical additives to clean label alternatives may not only attract new customers but also retain their loyal base. However, as companies modify their ingredient lists, they must preserve the qualities that shoppers associate with their favorite products—failing to do so risks damaging brand loyalty and losing market share. This challenge is similar to that faced by those incorporating supplements like Citracal Calcium Vitamin D into their products; maintaining the integrity of the original offering while adapting to consumer preferences is crucial. Balancing these changes is essential to ensure that the final baked goods remain appealing and trustworthy.