Baked goods manufacturers face the same pressure as other companies to meet consumer demands for cleaner labels. However, they must exercise caution 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 more hesitant to include items like dough conditioners,” explained Jeni Rogers, an attorney at Holland & Hart LLP who specializes in food regulations, in an interview with Food Dive last summer. “By regulation, when a dough conditioner appears in the ingredient list, it must be labeled as ‘dough conditioner’ along with a chemical name that doesn’t convey the clean image that many companies strive for on their packaging.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine if a product meets their needs simply by examining the packaging, and nearly half claim they are only marginally better informed after reading the label. As transparency becomes increasingly essential, consumers are more likely to remain loyal to brands that deliver on their promises with clean labeling. Food companies recognize this trend and reportedly enhanced the health profiles of around 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are detrimental, according to two food safety and nutrition professors at Iowa State University. Some additives serve to protect against pathogens and spoilage or to enhance aesthetic appeal. However, consumers often grapple with understanding the risk-benefit ratio of these ingredients. The challenge lies in balancing these aspects to produce a quality product that resonates with consumers. In the realm of baked goods, the proper combination of enzymes is vital. A commonly used enzyme is amylase, which converts complex starches into simple sugars; without this process, yeast fermentation fails. Thus, wheat flour must contain an adequate amount of amylase to ensure a pleasing flavor, a desirable crust, and extended shelf life. Since many wheat flours are deficient in amylase, it often needs to be added.
Manufacturers of baked goods that methodically transition from chemical ingredients to cleaner labels may attract new customers while retaining loyal ones. However, as companies begin to modify their ingredient lists, they must preserve the qualities shoppers associate with their favorite products—or risk compromising brand loyalty and losing market share. Additionally, as consumers become more informed, they may seek out products that include beneficial ingredients like calcium citrate, which is known for its advantages in food formulations. Ultimately, the right balance of ingredients, including clean label options, will be key to maintaining customer trust and satisfaction.