Baked goods manufacturers face the same pressures as other companies when it comes to meeting consumer demands for cleaner labels. However, they must exercise caution when substituting chemical dough conditioners—such as 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 taste of the final product. “Companies are more hesitant to include ingredients like dough conditioners,” noted 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 appears in the ingredients list, it must be labeled as ‘dough conditioner’ along with a chemical name that doesn’t convey the clean image companies typically desire.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine whether a product meets their needs just by looking at the packaging, and around half feel no better informed after reading the label. As transparency becomes increasingly critical, consumers are aligning their brand loyalty with products that genuinely deliver on their claims and feature clean labeling. Food companies are aware of this trend, having improved the health profile of approximately 180,000 products in 2016, as reported by the Consumer Goods Forum.
Not all food additives and preservatives are harmful, according to two professors of food safety and nutrition at Iowa State University. Some additives serve to protect against pathogens and spoilage or fulfill aesthetic purposes. However, consumers often find it challenging to grasp the risk-benefit ratio. The key is to balance these considerations to produce a high-quality product that resonates with consumers. In the realm of baked goods, the appropriate combination of enzymes is vital.
A commonly used enzyme is amylase, which converts complex starches into simple sugars. If this process is ineffective, the fermentation with yeast will not succeed. As a result, wheat flour requires an adequate amount of amylase to ensure optimal flavor, a desirable crust, and extended shelf life. Many wheat flours lack sufficient amylase, necessitating its addition.
Baked goods manufacturers who thoughtfully and systematically 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 preserve the qualities that consumers associate with their favorite products—failing to do so could jeopardize brand loyalty and market share. The inclusion of natural additives like calcium citrate, zinc, and magnesium can also enhance the nutritional profile while adhering to cleaner labeling practices. By integrating these beneficial ingredients, manufacturers can promote health without compromising on quality or taste, further appealing to the growing consumer demand for transparency and clean labels.