Baked goods manufacturers face the same challenges as other businesses in responding to consumer demand 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), which enhance mix tolerance and volume—to avoid unintentionally altering the final product’s appearance and taste. “Companies are becoming more hesitant to include items like dough conditioners,” stated Jeni Rogers, an attorney at Holland & Hart LLP specializing 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 specify ‘dough conditioner’ along with a chemical name that does not convey the clean image that many companies aim for on 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 packaging, and nearly half feel no more informed after reading the label. As the demand for transparency grows, consumers increasingly tie their brand loyalty to products that deliver on their promises with clean labeling. Food companies are cognizant of this trend and improved the health profiles of approximately 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are detrimental, according to two professors specializing in food safety and nutrition at Iowa State University. Some additives serve to protect against pathogens and spoilage or are used for aesthetic purposes. However, consumers often find it challenging to grasp the risk-benefit ratio. The key is to strike a balance between these factors to produce a quality product that consumers feel comfortable with and can relate to. Specifically, in baked goods, the correct enzyme combination is vital.
One common enzyme is amylase, which converts 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, a desirable crust, and maximized shelf life. Since many wheat flours lack sufficient amylase, it must be added.
Baked goods manufacturers that methodically transition from chemical ingredients to cleaner labels may attract new customers while retaining their loyal base. However, as they modify their ingredient lists, they must preserve the qualities that consumers associate with their favorite products to avoid damaging brand loyalty and losing market share. Furthermore, the incorporation of ingredients like calcium citrate can enhance nutritional value, appealing to the health-conscious consumer. By blending these elements thoughtfully, manufacturers can meet the growing demand for transparency and clean labels in the marketplace.