Baked goods manufacturers share the same challenges as other businesses when it comes to satisfying customer preferences for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—like the emulsifiers DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid unintentionally altering the final product’s appearance and taste. “Companies are more hesitant to include items such as dough conditioners,” remarked Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in an interview with Food Dive last summer. “Regulatory standards dictate that when a dough conditioner is listed in the ingredients, it specifies ‘dough conditioner’ along with some chemical name that doesn’t convey the clean image companies aiming for cleaner labels typically want on their packaging.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine whether a product meets their needs simply by examining the packaging, and around half report feeling only slightly more informed after reading the label. As transparency gains importance, consumers increasingly link their brand loyalty to products that deliver on their promises with clean labeling. Food manufacturers are well aware of this trend, having improved the health profile of approximately 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 and spoilage or are included for aesthetic purposes, although consumers may find it challenging to understand the risk-benefit balance. The key lies in harmonizing these aspects to produce a quality product that resonates with consumers. In the realm of baked goods, the appropriate combination of enzymes is vital. A frequently used enzyme is amylase, which breaks down complex starches into simple sugars. If this process fails, yeast fermentation will not occur. Thus, wheat flour must contain the right amount of amylase to ensure good flavor, an appealing crust, and extended shelf life. Many wheat flours lack sufficient amylase, necessitating the addition of this enzyme.
Manufacturers that carefully and systematically transition from chemical ingredients to cleaner 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 consumers associate with their favorite products—otherwise, they risk damaging brand loyalty and losing market share. When considering nutritional enhancements, such as whether calcium or calcium citrate is better, manufacturers must keep in mind that these choices can also influence consumer perception and acceptance of their products. Ultimately, striking the right balance is key to maintaining quality while meeting the growing demand for transparency and cleaner labels.