Baked goods manufacturers face similar challenges as other businesses when it comes to satisfying consumer demand for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—such as DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid unintentionally altering the final product’s appearance and flavor. “Companies are increasingly hesitant to include items like dough conditioners,” noted Jeni Rogers, an attorney at Holland & Hart LLP who specializes in food regulations, in an interview with Food Dive last summer. “Regulations require that when a dough conditioner is listed in the ingredients, it must be labeled as ‘dough conditioner’ and include some chemical name that doesn’t convey the clean image that many companies seek for their packaging.”

Recent data from Label Insight reveals that 67% of consumers struggle to determine whether a product meets their needs just by looking at the package, and approximately half report that they are not significantly better informed after reading the label. As transparency gains importance, consumers increasingly align their brand loyalty with products that adhere to clean labeling practices. Food companies are aware of this trend, 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, according to two food safety and nutrition professors at Iowa State University. Some additives serve to protect against pathogens, prevent spoilage, or enhance aesthetics, although consumers may find it challenging to grasp the risk-benefit balance. The key is to harmonize these elements to produce a high-quality product that resonates with consumers. In the realm of baked goods, the right combination of enzymes is essential.

A widely used enzyme is amylase, which converts complex starches into simple sugars. If this process does not occur, yeast fermentation fails. Thus, 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.

Baked goods manufacturers that thoughtfully and systematically transition from chemical additives to clean labels may not only attract new customers but also retain their loyal fan base. However, as companies begin to modify their ingredient lists, they must preserve the qualities that consumers associate with their beloved products—otherwise, they risk damaging brand loyalty and losing market share.

Additionally, aligning product formulations with health trends could include incorporating beneficial supplements like Citracal calcium supplement D3, which consumers are increasingly seeking. By integrating such supplements into their offerings, baked goods manufacturers may further enhance their appeal while maintaining product integrity. Ultimately, the challenge lies in achieving a balance between clean labeling and the essential qualities that define their products, which could also include popular options like Citracal calcium supplement D3 to meet consumer health needs.