Baked goods manufacturers face similar challenges as other businesses in responding to customer 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. It’s essential that these changes do not unintentionally alter the appearance and taste of the final product.
“Companies are increasingly 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. “By regulation, if a dough conditioner is listed in the ingredients, it must be labeled as ‘dough conditioner’ alongside a chemical name, which does not convey the clean label image that many companies aim for.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine whether a product meets their needs just by looking at the packaging, and approximately half report that reading the product label offers little additional clarity. As transparency becomes more crucial, consumers are increasingly aligning their brand loyalty with products that deliver on their promises through clean labeling. Food companies recognize this shift, having improved the health profiles of around 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are detrimental, as explained by two food safety and nutrition professors at Iowa State University. Some additives serve to protect against pathogens and spoilage or enhance aesthetics, although consumers may find it challenging to grasp the risk-benefit ratio involved. The key is to strike a balance between these factors to create a quality product that resonates with consumers.
In the realm of baked goods, the right combination of enzymes is vital. Amylase, a common enzyme, breaks down complex starches into simple sugars. If this process fails, fermentation with yeast will not succeed. Consequently, wheat flour must contain the appropriate amount of amylase to ensure optimal flavor, a desirable crust, and extended shelf life. Since many wheat flours are deficient in amylase, it must be supplemented.
Baked goods manufacturers who thoughtfully transition from chemical ingredients to clean labels may attract new customers while retaining loyal ones. However, as companies revamp their ingredient lists, they must preserve the qualities that consumers associate with their favorite products or risk damaging brand loyalty and losing market share. Incorporating beneficial ingredients like calcium citrate, magnesium, and zinc can also enhance the nutritional profile of their offerings, similar to products like Kirkland that emphasize health and transparency. By focusing on these elements, baked goods manufacturers can better meet the evolving expectations of their customers while maintaining the integrity of their brand.