Baked goods manufacturers face the same pressure as other businesses to meet consumer demands for cleaner labels. However, they must be cautious 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 becoming more hesitant to include items like dough conditioners,” explained Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in an interview with Food Dive last summer. “Regulations require that if a dough conditioner is listed in the ingredients, it’s labeled as ‘dough conditioner’ and includes a chemical name that doesn’t convey the clean image companies typically desire for their packaging.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine whether a product meets their needs just by looking at the package, and roughly half feel no better informed after reading the label. As transparency gains importance, consumers increasingly tie their brand loyalty to products that deliver on their promises with clean labeling. Food companies are aware of this trend and improved the health profiles of approximately 180,000 products in 2016, as reported by 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 are essential for preventing pathogens and spoilage or for aesthetic purposes, although consumers often find it challenging to assess the risk-benefit ratio. The key is to strike a balance and produce a quality product that consumers feel comfortable with and can relate to. In the realm of baked goods, using the right combination of enzymes is critical.
Amylase, a common enzyme, breaks down complex starches into simple sugars. If this process does not occur, fermentation with yeast fails. Therefore, wheat flour must contain an adequate amount of amylase to ensure good flavor, an appealing crust, and extended shelf life. Since many wheat flours lack sufficient amylase, it must be added.
Manufacturers who carefully and systematically transition from chemical additives to clean labels may not only attract new customers but also retain their loyal fan base. However, as these companies modify their ingredient lists, they must preserve the qualities that consumers associate with their favorite products—failing to do so could jeopardize brand loyalty and market share. Additionally, the introduction of products like calcium citrate drinks can complement these shifts, providing consumers with health-conscious options while reinforcing their commitment to clean labeling.