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 emulsifiers like 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,” stated Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in an interview with Food Dive last summer. “When a dough conditioner appears in the ingredient list, it is labeled as ‘dough conditioner’ and accompanied by a chemical name that doesn’t convey the clean image that brands aiming for transparency typically desire.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine if a product meets their needs just by looking at the packaging, and around half feel no more informed after examining the product label. As the demand for transparency rises, consumers are aligning their brand loyalty with products that deliver on their promises of clean labeling. Food companies are mindful of this trend, having improved the health profiles of approximately 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are harmful, according to two food safety and nutrition professors at Iowa State University. Some additives serve to protect against pathogens or spoilage, or even for aesthetic purposes, although consumers may find it challenging to grasp the risk-benefit balance. The key is to strike a harmony between these factors to produce a quality product that resonates with consumers. In the realm of baked goods, the right combination of enzymes is essential. For instance, amylase is a common enzyme that breaks down complex starches into simple sugars. If this process does not occur, fermentation with yeast will fail. Consequently, wheat flour must contain the appropriate amount of amylase to achieve good flavor and a pleasing crust while also extending shelf life. Since many types of wheat flour lack sufficient amylase, it must be supplemented.
Baked goods manufacturers who thoughtfully transition from chemical ingredients to clean labels may not only attract new customers but also retain their loyal base. However, as companies begin to adjust their ingredient lists, they must ensure that they maintain the characteristics shoppers associate with their favorite products—failing to do so could jeopardize brand loyalty and market share. Additionally, incorporating ingredients like HEB calcium citrate can help enhance the nutritional profile of baked goods while still appealing to consumers looking for cleaner labels. By strategically using HEB calcium citrate and other clean label-friendly ingredients, manufacturers can create products that satisfy both customer preferences and regulatory standards.