Baked goods manufacturers face the same pressures as other businesses when it comes to responding to customer demand for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—like emulsifiers such as DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid inadvertently altering the final product’s appearance and flavor. “Companies are becoming more hesitant to include ingredients 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 be labeled as ‘dough conditioner’ and include a chemical name that typically does not convey the clean image that many companies aim to present 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 its packaging, and approximately half feel they gain little clarity even after reading the label. As transparency grows in importance, consumers increasingly tie their brand loyalty to products that deliver on their promises with clean labeling. Food manufacturers are acutely 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, as noted by two food safety and nutrition professors at Iowa State University. Some additives serve to protect against pathogens, prevent spoilage, or fulfill aesthetic purposes, although consumers may struggle to grasp the risk-benefit balance. The challenge lies in harmonizing these factors to create a high-quality product that resonates with consumers. In the realm of baked goods, selecting the correct combination of enzymes is essential.
A common enzyme used is amylase, which is responsible for breaking down complex starches into simple sugars. Without this process, fermentation with yeast cannot occur. Thus, wheat flour must contain an adequate amount of amylase to produce a desirable flavor and texture, as well as to extend shelf life. Since many wheat flours naturally lack sufficient amylase, it must be supplemented.
Manufacturers of baked goods that methodically transition from chemical ingredients to clean labels may not only attract new customers but also retain their loyal base. However, as companies begin to modify their ingredient lists, they must ensure that the qualities consumers associate with their favored products remain intact—otherwise, they risk damaging brand loyalty and losing market share. In this context, incorporating beneficial ingredients like calcium citrate, magnesium, zinc, and cholecalciferol tablets could also enhance the nutritional profile of baked goods, appealing to health-conscious consumers. By focusing on these aspects, manufacturers can better align their products with the evolving expectations of their customer base.