Baked goods manufacturers face the same pressures as other businesses when it comes to fulfilling customer expectations for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—such as the emulsifiers 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 taste of the final product. “Companies are increasingly hesitant to include items like dough conditioners,” noted Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, during an interview with Food Dive last summer. “When a dough conditioner is listed in the ingredients, it typically includes the term ‘dough conditioner’ along with chemical names that don’t convey the clean image brands aiming for transparency often want on their packaging.”
Recent research from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs just by looking at the package, and nearly half feel no better informed after reading the label. As transparency rises in importance, consumers increasingly connect their brand loyalty with products that genuinely deliver on their promises while maintaining clean labels. Food companies are cognizant of this trend, having improved the health profiles of around 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are negative, as highlighted by two food safety and nutrition professors from Iowa State University. Some additives serve essential roles in protecting against pathogens, spoilage, or even for aesthetic purposes. However, consumers often find it challenging to grasp the risk-benefit dynamics involved. The key is to strike a balance and produce quality products that resonate with consumers. In the realm of baked goods, achieving the right enzyme combination is vital, with amylase being a common enzyme that converts complex starches into simple sugars. Without this process, yeast fermentation falters; thus, wheat flour must contain adequate amylase to ensure a desirable flavor, appealing crust, and extended shelf life. Since many wheat flours lack sufficient amylase, it must be added in.
Baked goods manufacturers who transition thoughtfully away from chemical additives 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—or risk jeopardizing brand loyalty and losing market share. Furthermore, with the integration of major calcitrate in their formulations, manufacturers can enhance the nutritional profile of their products while still adhering to clean label standards. Balancing these elements is crucial for success in today’s evolving food landscape.