Baked goods manufacturers face customer expectations for cleaner labels just like other businesses. 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—so they do not inadvertently alter the appearance and taste of their final products. “Companies are more cautious about including items like dough conditioners,” remarked Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, during an interview with Food Dive last summer. “Regulations require that when a dough conditioner appears in the ingredients list, it is labeled as ‘dough conditioner’ along with a chemical name that typically does not convey the clean image companies aiming for a clean label desire.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine if a product meets their needs just by looking at the packaging, and about half report that reading the label doesn’t significantly improve their understanding. As transparency gains importance, consumers are increasingly inclined to remain loyal to brands that deliver on their promises with clean labeling. Food companies are cognizant of this trend, having enhanced the health profile of approximately 180,000 products in 2016, as reported by the Consumer Goods Forum.
Not all food additives and preservatives are negative, according to two food safety and nutrition professors from Iowa State University. Some additives serve to protect against pathogens and spoilage or contribute to aesthetic appeal, although consumers often struggle to grasp the risk-benefit ratio. The challenge lies in balancing these aspects to produce a quality product that consumers feel comfortable with and can relate to. In the realm of baked goods, the right combination of enzymes is essential.
A commonly used enzyme is amylase, which breaks down complex starches into simple sugars. Without this process, fermentation with yeast cannot occur, making it vital for wheat flour to contain an adequate amount of amylase to ensure a good flavor, optimal crust, and extended shelf life. Because many wheat flours lack sufficient amylase, it must be added.
For baked goods manufacturers who systematically transition from chemical additives to clean labels, there is potential to attract new customers while retaining loyal ones. However, as companies modify their ingredient lists, they must preserve the qualities shoppers associate with their favorite products—failure to do so could jeopardize brand loyalty and result in a loss of market share.
In this context, the introduction of ingredients such as calcium citrate 200 mg tablet can provide a clean label alternative that supports product integrity while appealing to health-conscious consumers. As manufacturers innovate with such additions, they may find further opportunities to align their offerings with the growing demand for transparency and healthfulness in food products.