Baked goods manufacturers face the same pressures as other businesses when it comes to fulfilling customer preferences for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—like the emulsifiers DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid unintended changes to the final product’s appearance and flavor. “Companies are becoming more 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 is listed in the ingredients, it will specify ‘dough conditioner’ and include a chemical name that typically does not convey the clean image that companies aiming for transparency desire on their packaging.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs just by looking at the package, 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 deliver on their promises through clean labeling. Food companies recognize this trend; in 2016, they improved the health profiles of approximately 180,000 products, according to the Consumer Goods Forum.
Not all food additives and preservatives are harmful, according to two professors of food safety and nutrition from Iowa State University. They noted that some additives are essential for preventing spoilage and pathogens or for aesthetic purposes, although consumers often find the risk-benefit analysis challenging. The key is to balance these considerations while developing a quality product that resonates with consumers. For baked goods, the correct enzyme combination is essential. For instance, amylase is a common enzyme that breaks down complex starches into simple sugars. If this process fails, yeast fermentation will not succeed, meaning that wheat flour must contain the right amount of amylase to ensure a desirable flavor and crust, as well as to extend shelf life. Since many wheat flours lack adequate amylase, it must be added.
Baked goods manufacturers that thoughtfully and systematically transition from chemical ingredients to cleaner labels may not only attract new customers but also retain their loyal base. However, as they modify their ingredient lists, they must preserve the qualities that consumers associate with their favorite products. Failing to do so could jeopardize brand loyalty and result in a loss of market share. Incorporating ingredients like calcium citrate D3 K2 can also enhance product appeal and health benefits, further aligning with consumer preferences for transparency and quality.