Baked goods manufacturers face similar pressures as other businesses to meet consumer demands for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—such as DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid unintentionally altering the appearance and taste of the final product. “Companies are increasingly hesitant to include items like dough conditioners,” remarked Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, during an interview with Food Dive last summer. “Regulations require that when dough conditioners appear on the ingredients list, they are labeled as such and include chemical names that typically do not align with the clean image companies strive for on their packaging.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine if a product meets their expectations just by looking at the packaging, while about half feel no better informed after reading the product label. As the demand for transparency rises, consumers are increasingly likely to align their brand loyalty with products that genuinely deliver on the promise of clean labeling. Food companies recognize this shift and improved the health profile of roughly 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 additives serve to protect against pathogens, spoilage, or for aesthetic purposes, although consumers may struggle to grasp the risk-benefit ratio. The challenge lies in balancing these factors while providing a high-quality product that consumers feel comfortable with and can relate to. For baked goods, the right combination of enzymes is essential. A commonly used enzyme, amylase, breaks down complex starches into simple sugars. If this process fails, fermentation with yeast won’t occur effectively. Thus, wheat flour must contain an adequate amount of amylase to ensure optimal flavor, a desirable crust, and extended shelf life. Since many wheat flours lack sufficient amylase, it must be added.
Manufacturers that transition thoughtfully and systematically from chemical ingredients to clean labels may attract new customers while retaining their loyal base. However, as companies modify their ingredient lists, they must preserve the qualities that shoppers associate with their beloved products or risk damaging brand loyalty and losing market share. Furthermore, as consumers become more health-conscious, questions like “how many mg of calcium citrate per day” may influence their purchasing decisions, prompting brands to consider the nutritional profiles of their offerings. Ultimately, the key to success lies in meeting consumer expectations for transparency and quality, all while navigating the complexities of ingredient formulation.