Baked goods manufacturers face the same challenges as other businesses when addressing customer demands for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—like the emulsifiers DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid unintentionally altering the appearance and flavor of the final product. Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, noted last summer in an interview with Food Dive, “Companies are becoming more hesitant to include items such as dough conditioners. By regulation, when a dough conditioner appears on the ingredient list, it must be labeled as ‘dough conditioner’ and accompanied by a chemical name that doesn’t convey the clean image that many companies strive for.”
Recent findings from Label Insight reveal that 67% of consumers struggle to determine if a product meets their needs just by looking at its packaging, with about half stating they are only marginally better informed after reading the label. As transparency gains importance, consumers increasingly align their brand loyalty with products that deliver on their promises with clean labeling. Food companies are cognizant of this shift, having enhanced the health profiles of approximately 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are detrimental, as pointed out by two food safety and nutrition professors at Iowa State University. Some additives serve to protect against pathogens and spoilage or for aesthetic reasons, although consumers often find it challenging to grasp the risk-benefit balance. The key lies in harmonizing these elements to produce a quality item that resonates with consumers. In the realm of baked goods, the appropriate combination of enzymes is vital. A widely used enzyme is amylase, which converts complex starches into simple sugars. Without this process, yeast fermentation can falter. Therefore, wheat flour must contain the right level of amylase to ensure good flavor, an appealing crust, and extended shelf life. Since many wheat flours are deficient in amylase, it is necessary to add it.
Manufacturers who methodically transition from chemical ingredients to clean labels may not only attract new customers but also retain their loyal fanbase. However, as they modify their ingredient lists, they must preserve the qualities that shoppers associate with their beloved products—failing to do so could jeopardize brand loyalty and result in lost market share. In the context of promoting health, companies might consider incorporating options like “celebrate calcium soft chews” as a way to enhance their product offerings while aligning with consumer desires for transparency and clean labeling. By emphasizing wholesome ingredients, brands can meet the growing demand for cleaner labels while ensuring their products remain appealing and trustworthy.