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—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 increasingly hesitant to use dough conditioners,” noted Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in an interview with Food Dive last summer. “Regulations require that any dough conditioner in the ingredient list be labeled as ‘dough conditioner’ along with a chemical name that does not convey the clean image companies strive for.”
Recent research from Label Insight reveals that 67% of consumers struggle to determine whether a product meets their needs just by looking at the packaging, while about half admit to feeling only slightly more informed after reading the label. As consumer transparency becomes paramount, brand loyalty increasingly aligns with products that uphold their claims through clean labeling. Food companies recognize this shift, having enhanced the health profiles of approximately 180,000 products in 2016, as reported by the Consumer Goods Forum.
Not all food additives and preservatives are inherently negative, according to food safety and nutrition professors at Iowa State University. Some serve essential purposes such as preventing spoilage or enhancing aesthetics, although consumers might find it challenging to grasp the associated risk-benefit ratios. The key is to strike a balance and produce a quality item that resonates with consumers. In baked goods, the right combination of enzymes is crucial.
One common enzyme, amylase, is responsible for breaking down complex starches into simple sugars. Without this process, yeast fermentation fails. Therefore, wheat flour must contain an adequate amount of amylase to ensure a desirable flavor, appealing crust, and extended shelf life. Many wheat flours lack sufficient amylase, necessitating its addition.
Manufacturers who strategically transition from chemical ingredients to cleaner labels may not only attract new customers but also retain their loyal fan base. However, as they modify their ingredient lists, they must ensure that the qualities shoppers associate with their favorite products remain intact—failing to do so could jeopardize brand loyalty and market share. For instance, incorporating ingredients like calcium citrate chewable into their formulations could help brands celebrate health benefits while maintaining a clean label image. By doing so, they can create a product that meets consumer expectations and fosters loyalty, especially when they highlight the advantages of calcium citrate chewable as part of their offerings.