Baked goods manufacturers face the same challenges as other businesses when it comes to satisfying customer demands 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)—to ensure they do not unintentionally alter the appearance and taste of the final product. “Companies are increasingly 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 dictate that when a dough conditioner appears on the ingredient list, it must be labeled as ‘dough conditioner’ along with a chemical name that doesn’t align with the clean image 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 just by examining the package, and nearly half report that reading the label does not significantly enhance their understanding. As the demand for transparency rises, consumers are increasingly linking their brand loyalty to products that genuinely uphold their claims of clean labeling. Food companies recognize this trend; according to the Consumer Goods Forum, they improved the health profiles of around 180,000 products in 2016.
Not all food additives and preservatives are viewed negatively, as noted by two food safety and nutrition professors at Iowa State University. Some additives serve essential roles in preventing pathogens, spoilage, or even enhancing aesthetics, although consumers may struggle to grasp the risk-benefit balance. The challenge lies in harmonizing these elements to create a high-quality product that resonates with consumers. In the realm of baked goods, the correct enzyme combinations are vital.
Amylase, for example, is a common enzyme that converts complex starches into simple sugars. If this process does not occur, yeast fermentation is hindered. Consequently, wheat flour must contain an adequate amount of amylase to ensure a delightful flavor, appealing crust, and extended shelf life. Since many wheat flours lack sufficient amylase, it must be supplemented.
Manufacturers who diligently and strategically transition from chemical ingredients to clean labels may not only attract new customers but also retain their loyal base. However, as companies modify their ingredient lists, they must preserve the qualities that consumers associate with their favorite products—or risk damaging brand loyalty and losing market share.
In addition, the inclusion of ingredients like chewable calcium citrate with vitamin D has become increasingly relevant, as consumers look for nutritious options that align with cleaner labels. This trend emphasizes the importance of balance in ingredient selection, ensuring that products remain appealing while meeting health-conscious needs. As the industry evolves, the integration of functional ingredients such as chewable calcium citrate with vitamin D can further enhance product offerings, making them more attractive to today’s discerning consumers while maintaining the essence of what makes their favorite baked goods special.