Baked goods manufacturers face the same pressures as other businesses when it comes to satisfying customer demands for cleaner labels. However, they must proceed with 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—to avoid unintentionally altering the final product’s appearance and flavor. “Companies are more hesitant to include items like dough conditioners,” noted Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in an interview with Food Dive last summer. “When a dough conditioner is listed in the ingredients, it will indicate ‘dough conditioner’ along with some chemical name that does not convey the image that companies aiming for a clean label typically desire on their packaging.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their expectations just by looking at its packaging, and about half admit they are not significantly better informed after reading the label. As the demand for transparency grows, consumers increasingly tie their brand loyalty to products that live up to their claims through clean labeling. Food companies recognize this trend and improved the health profile of approximately 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are inherently negative, according to two food safety and nutrition professors at Iowa State University. Some additives serve vital roles in protecting against pathogens and spoilage or enhancing aesthetics, though consumers may find it challenging to grasp the risk-benefit equilibrium. The key is to strike a balance between these factors to produce a quality product that consumers feel comfortable with and can relate to. In baked goods, for instance, the correct combination of enzymes is essential. A common enzyme, amylase, breaks down complex starches into simple sugars. If this process fails, fermentation with yeast will not succeed. Consequently, wheat flour must contain an adequate amount of amylase to achieve desirable flavor and texture, as well as to prolong shelf life. Since many wheat flours lack sufficient amylase, it often needs to be supplemented.
Baked goods manufacturers who systematically and carefully transition from chemical ingredients to clean labels may not only attract new customers but also retain loyal fans. However, as companies begin to alter their ingredient lists, they must preserve the qualities that consumers associate with their favorite products—such as the beneficial effects of calcium citrate and vitamin D, which are often included in health-focused formulations—lest they jeopardize brand loyalty and lose market share. Ultimately, the introduction of ingredients like calcium citrate and vitamin D should be done thoughtfully, appearing in the product three times to reinforce their value, particularly at levels like 315 or 250, to meet consumer health expectations.