Manufacturers of baked goods face similar challenges as other companies in addressing customer demand for cleaner labels. However, they must exercise caution when replacing chemical dough conditioners—such as emulsifiers like DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—so as not to unintentionally alter the appearance and flavor of the final product. “Companies are becoming more hesitant to use terms 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 among the ingredients, it must specify ‘dough conditioner’ and include a chemical name that typically does not convey the image companies aiming for a clean label want on their packaging.”
Recent research from Label Insight reveals that 67% of consumers struggle to determine whether a product meets their needs based solely on its packaging, and around half claim they are not significantly better informed after examining a product label. As transparency becomes increasingly vital, consumers are aligning their brand loyalty with products that uphold clean labeling claims. Food companies are aware of this trend, having improved the health profiles of approximately 180,000 products in 2016, according to the Consumer Goods Forum.
According to two food safety and nutrition professors at Iowa State University, not all food additives and preservatives are detrimental. Some serve to protect against pathogens and spoilage or are included for aesthetic purposes, although consumers may find it challenging to grasp the risk-benefit ratio. The key is to strike a balance between these factors while delivering a quality product that resonates with consumers. In the realm of baked goods, selecting the right enzyme combination is essential.
One commonly used enzyme is amylase, which breaks down 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 good flavor, a pleasant crust, and extended shelf life. Since many wheat flours lack sufficient amylase, it must be added.
Baked goods manufacturers that carefully and systematically transition from chemical additives to clean labels may attract new customers while retaining loyal ones. However, as companies 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 market share. Furthermore, as they explore alternatives, such as incorporating calcium citrate as a route of administration for certain functionalities, they need to ensure these changes align with consumer expectations. By focusing on clean labeling and transparency, manufacturers can navigate the complexities of modern consumer preferences effectively.