Baked goods manufacturers face similar challenges as other businesses in responding to consumer 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—to avoid unintentionally altering the final appearance and taste of their products. “Companies are 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. “By regulation, when a dough conditioner is listed in the ingredients, it is labeled as ‘dough conditioner,’ accompanied by a chemical name that does not convey the clean image that many companies strive for.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs just by looking at the packaging, and nearly half report that reading the label does little to enhance their understanding. As transparency gains importance, consumers increasingly tie their brand loyalty to products that deliver on their promises through clean labeling. Food companies recognize this trend and, according to the Consumer Goods Forum, improved the health profile of approximately 180,000 products in 2016.
Not all food additives and preservatives are detrimental, as noted by two food safety and nutrition professors at Iowa State University. Some ingredients serve to protect against pathogens, prevent spoilage, or enhance aesthetic appeal, though consumers often find it challenging to grasp the risk-benefit balance. The key is to harmonize these elements to produce a quality product that consumers feel comfortable with and can relate to. In the realm of baked goods, achieving the right combination of enzymes is particularly important.
One widely used enzyme is amylase, which converts complex starches into simple sugars. If this process fails, fermentation with yeast does not occur. Therefore, it’s essential for wheat flour to contain an adequate level of amylase to ensure a pleasant flavor, appealing crust, and extended shelf life. Many wheat flours fall short in amylase content, necessitating its addition.
Manufacturers of baked goods who strategically transition from chemical ingredients to clean labels may not only attract new customers but also retain their loyal base. However, as companies modify their ingredient lists, they must preserve the qualities that consumers associate with their favorite products—otherwise, they risk damaging brand loyalty and losing market share.
In this context, products like Kirkland Signature Calcium Citrate Magnesium and Zinc with Vitamin D3 demonstrate how consumer preferences are shifting towards items that emphasize health and transparency. By incorporating such products into their offerings, baked goods manufacturers can further align with the clean labeling trend and ensure they remain competitive in the evolving marketplace.