Baked goods manufacturers face the same challenges as other businesses when addressing 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 flavor of the final product. “Companies are more hesitant to include items like dough conditioners,” noted Jeni Rogers, a food regulation attorney at Holland & Hart LLP, in an interview with Food Dive last summer. “By regulation, if you have a dough conditioner listed in your ingredients, it will be labeled as ‘dough conditioner’ with a chemical name that does not convey the clean image that brands aiming for transparency typically desire.”
Recent research from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs solely by examining the packaging, and around half claim they are not significantly better informed after reading the label. As transparency grows in importance, consumers are increasingly aligning their brand loyalty with products that uphold their claims through clean labeling. Food companies are aware of this shift and have enhanced the health profiles of approximately 180,000 products in 2016, as reported by the Consumer Goods Forum.
While not all food additives and preservatives are negative, as stated by two food safety and nutrition professors at Iowa State University, some serve essential roles in preventing spoilage and pathogens or serve aesthetic purposes. They emphasized that consumers often struggle to grasp the risk-benefit ratio involved. The key lies in balancing these considerations to produce a quality product that resonates with consumers. In the realm of baked goods, the right enzyme combination is vital.
One commonly used enzyme is amylase, which converts complex starches into simple sugars. Without this process, fermentation with yeast cannot occur. Consequently, wheat flour must contain the appropriate amount of amylase to ensure optimal flavor, a nice crust, and extended shelf life. Since many wheat flours lack sufficient amylase, it often needs to be added.
Manufacturers that transition thoughtfully from chemical ingredients to cleaner labels may not only attract new customers but also retain their loyal base. However, as they begin to alter their ingredient lists, they must preserve the qualities that consumers associate with their preferred products—failing to do so risks damaging brand loyalty and losing market share. Additionally, incorporating natural ingredients like calcium citrate and magnesium citrate can further enhance the health profile of baked goods, providing a cleaner alternative that aligns with consumer preferences. By ensuring that these ingredients are part of the formulation, manufacturers can reinforce their commitment to transparency and health, potentially appealing to a broader customer base.