Baking & Snack - June 2015 - 30

CLEAN LABEL

minute, clean label. But when you add 100 to that, or
200 to that number, it's a whole different ballgame,"
Ms. Cogswell said.
The same can be said for the challenge of creating
a clean product that the consumer can purchase and
then leave in the cupboard for a few days before using. That's not always an easy task to accomplish, Ms.
Sanders noted.
"While people want short ingredient lists, at the
same time they want to have shelf stability in their
products," she said. "They want to be able to have
those products in their home for more than a couple
of days. There has to be a balance. There are certain
ingredients you need to add to the shelf life of a product, particularly in baked goods. That's a challenge,
educating folks about that. Actually, that's probably
the hardest challenge."
Batter Up, LLC is a Jackson, NJ-based company that
owns The Piping Gourmets, makers of all-natural and
gluten-free whoopie pies. Carolyn Broome Shulevitz,
a Culinary Institute of America graduate and cofounder of Batter Up, detailed the challenges of creating a clean-label dessert snack that appeals to a larger
market with its taste.
"We feel like we have a crossover product that's not
only for someone looking for gluten-free or a clean label, yet when we approach our mainstream buyer, the
thought that it was gluten-free had a built-in negative
impact. It's the thought that gluten-free or clean products taste terrible," Ms. Shulevitz said. "Gluten-free or
clean label has really grown and improved as a category and improved its profile, but it's a very big negative

connotation. You have to get people to realize you're
a tasty, scrumptious product that also happens to be
gluten-free and vegan and with a clean profile."

An all-ages trend
As with many trends in the baking and snack food
worlds, millennials are playing a big part in the cleanlabel movement. According to HealthFocus' study,
"clean foods and beverages or clean label" isn't necessarily a common term to shoppers on average. Just
more than a quarter of shoppers have heard of the
term. But when you look at the youngest group of
shoppers - a group that is 78 million strong - that
number jumps up to 44%.
"I've done many, many demos across the board in different stores. The millennials, I would say, are focused
more on the labels," Mr. Neumann said. "Gen-Xers and
baby boomers are focused on the labels as well. Your
boomers are looking at the salt content and seeing how
it compares with other products. But millennials look
across the board to see if it's non-GMO or if it's NonGMO Project Verified. Is it clean across the board?"
Ms. Sanders said parents are doing their part in driving the trend - moms and dads wanting to provide the
most nutritious meals possible for their children.
"They're the ones who are looking more closely at
the labels," she said. "But I also think you have highly
educated folks who have been looking at labels for a
long time, and they're scrutinizing them more than
they have in the past. They're asking questions and
using social media as a forum for their discussions."
One sure sign of the trend's impact in the younger

New technology, new views on food
When Vani Hari, known on her well-read blog
as the Food Babe, took a bite out of a yoga mat
as a way to point out that some ingredients in
exercise equipment also are found in bread,
consumers took notice in a big way. Outcry
spread through other blogs and social media
and into traditional media.
But some of Ms. Hari's claims - like "there
is just no acceptable level of any chemical to
ingest, ever" - have been met with much criticism from the science and baking communities.
It's an easy lesson in not believing everything
that can be found on the vast waves of the
Web, especially when it comes to food labels.
"There is a lot of information, bloggers, the
Food Babe ... where they don't have their facts
straight," said Lee Sanders, senior vice-president,
government relations and public affairs,

30 Baking & Snack June 2015 / www.bakingandsnack.com

American Bakers Association. "That can be a
driving force, right or wrong. The best thing
consumers can do is go to the websites of their
trusted brands and look at information."
That provides an opportunity for the company to talk about the wholesomeness and
nutrition found in their products. A chance to
be proactive against bad research, let's say.
"Bloggers definitely have a great following and can provide some great information,"
said Marty Neumann, director of sales for
Gaslamp Popcorn division of Rudolph Foods.
"On the flip side, hopefully they're doing their
due diligence. We have science checking the
clean-label aspect of our business, and hopefully bloggers are doing the same thing. Some
of them are doing that, and they have a lot of
good information about what is clean label."


http://www.bakingandsnack.com

Baking & Snack - June 2015

Table of Contents for the Digital Edition of Baking & Snack - June 2015

Baking & Snack - June 2015
Table of Contents
Table of Contents
Editorial - Turning perception into reality
Newsfront - Weston invests big in baking
BBU completes initial Energy Star Challenge
Panera rolls out ‘no no list’
GMOs concern, confuse consumers
Lancaster Colony rises on Flatout performance
General Mills invests $250 million in Tennessee
B&CMA announces safety awards
People/In Brief/In Memoriam
Baking Industry Forum - The Art of Troubleshooting
Clean Label - The Clean Conundrum
New technology, new views on food
iba Bakery Tour: Village Bakery - Best of Both Worlds
Looking for Village people
Invest to stay the best
Highland Baking - Right Place, Right Time
Remembering Jim Rosen
Embedding the ‘Northbrook culture’
Alternative Snacks - Birth of Innovation
The state of snacking
Gluten-Free - Delicious and Nutritious
Gluten-free makes impact in foodservice
Fruits and Nuts - To the Rescue
Keeping taste a top priority
Ingredient App - Malt Meets Bread
R&D Perspective - Fad, Trend or Here to Stay?
Ingredient Handling - Good Housekeeping for Safekeeping
Keeping doughs without ice
Playing it by the book
Conveyors - Left Behind
Pass the meat, please
Secondary Packaging - Box Set
Sanitation Strategies - Food Safety Fast Track
Getting Technical in Tampa
Industry Images - B&CMA
TIA Ups the Ante
Industry Images - TIA
Events
Innovations
Ingredient News
Products & Packaging
Patents
New on the Shelf
Marketplace
Ad Index
New Product Spotlight
Baking & Snack - June 2015 - Baking & Snack - June 2015
Baking & Snack - June 2015 - 2
Baking & Snack - June 2015 - FC1
Baking & Snack - June 2015 - FC2
Baking & Snack - June 2015 - FC3
Baking & Snack - June 2015 - FC4
Baking & Snack - June 2015 - 3
Baking & Snack - June 2015 - 4
Baking & Snack - June 2015 - 5
Baking & Snack - June 2015 - 6
Baking & Snack - June 2015 - 7
Baking & Snack - June 2015 - 8
Baking & Snack - June 2015 - Table of Contents
Baking & Snack - June 2015 - 10
Baking & Snack - June 2015 - Table of Contents
Baking & Snack - June 2015 - 12
Baking & Snack - June 2015 - 13
Baking & Snack - June 2015 - Editorial - Turning perception into reality
Baking & Snack - June 2015 - 15
Baking & Snack - June 2015 - Panera rolls out ‘no no list’
Baking & Snack - June 2015 - 17
Baking & Snack - June 2015 - General Mills invests $250 million in Tennessee
Baking & Snack - June 2015 - People/In Brief/In Memoriam
Baking & Snack - June 2015 - 20
Baking & Snack - June 2015 - Baking Industry Forum - The Art of Troubleshooting
Baking & Snack - June 2015 - 22
Baking & Snack - June 2015 - 23
Baking & Snack - June 2015 - 24
Baking & Snack - June 2015 - Clean Label - The Clean Conundrum
Baking & Snack - June 2015 - 26
Baking & Snack - June 2015 - 27
Baking & Snack - June 2015 - 28
Baking & Snack - June 2015 - 29
Baking & Snack - June 2015 - New technology, new views on food
Baking & Snack - June 2015 - 31
Baking & Snack - June 2015 - 32
Baking & Snack - June 2015 - 33
Baking & Snack - June 2015 - 34
Baking & Snack - June 2015 - iba Bakery Tour: Village Bakery - Best of Both Worlds
Baking & Snack - June 2015 - 36
Baking & Snack - June 2015 - Looking for Village people
Baking & Snack - June 2015 - 38
Baking & Snack - June 2015 - Invest to stay the best
Baking & Snack - June 2015 - 40
Baking & Snack - June 2015 - 41
Baking & Snack - June 2015 - Highland Baking - Right Place, Right Time
Baking & Snack - June 2015 - 43
Baking & Snack - June 2015 - 44
Baking & Snack - June 2015 - 45
Baking & Snack - June 2015 - 46
Baking & Snack - June 2015 - 47
Baking & Snack - June 2015 - 48
Baking & Snack - June 2015 - 49
Baking & Snack - June 2015 - 50
Baking & Snack - June 2015 - 51
Baking & Snack - June 2015 - 52
Baking & Snack - June 2015 - Remembering Jim Rosen
Baking & Snack - June 2015 - Embedding the ‘Northbrook culture’
Baking & Snack - June 2015 - 55
Baking & Snack - June 2015 - 56
Baking & Snack - June 2015 - 57
Baking & Snack - June 2015 - 58
Baking & Snack - June 2015 - 59
Baking & Snack - June 2015 - 60
Baking & Snack - June 2015 - Alternative Snacks - Birth of Innovation
Baking & Snack - June 2015 - The state of snacking
Baking & Snack - June 2015 - 63
Baking & Snack - June 2015 - 64
Baking & Snack - June 2015 - 65
Baking & Snack - June 2015 - 66
Baking & Snack - June 2015 - 67
Baking & Snack - June 2015 - 68
Baking & Snack - June 2015 - 69
Baking & Snack - June 2015 - 70
Baking & Snack - June 2015 - 71
Baking & Snack - June 2015 - 72
Baking & Snack - June 2015 - Gluten-Free - Delicious and Nutritious
Baking & Snack - June 2015 - Gluten-free makes impact in foodservice
Baking & Snack - June 2015 - 75
Baking & Snack - June 2015 - 76
Baking & Snack - June 2015 - 77
Baking & Snack - June 2015 - 78
Baking & Snack - June 2015 - 79
Baking & Snack - June 2015 - 80
Baking & Snack - June 2015 - 81
Baking & Snack - June 2015 - 82
Baking & Snack - June 2015 - 83
Baking & Snack - June 2015 - 84
Baking & Snack - June 2015 - Fruits and Nuts - To the Rescue
Baking & Snack - June 2015 - 86
Baking & Snack - June 2015 - 87
Baking & Snack - June 2015 - 88
Baking & Snack - June 2015 - 89
Baking & Snack - June 2015 - 90
Baking & Snack - June 2015 - 91
Baking & Snack - June 2015 - 92
Baking & Snack - June 2015 - 93
Baking & Snack - June 2015 - Keeping taste a top priority
Baking & Snack - June 2015 - 95
Baking & Snack - June 2015 - 96
Baking & Snack - June 2015 - Ingredient App - Malt Meets Bread
Baking & Snack - June 2015 - 98
Baking & Snack - June 2015 - R&D Perspective - Fad, Trend or Here to Stay?
Baking & Snack - June 2015 - 100
Baking & Snack - June 2015 - 101
Baking & Snack - June 2015 - 102
Baking & Snack - June 2015 - Ingredient Handling - Good Housekeeping for Safekeeping
Baking & Snack - June 2015 - Keeping doughs without ice
Baking & Snack - June 2015 - 105
Baking & Snack - June 2015 - 106
Baking & Snack - June 2015 - 107
Baking & Snack - June 2015 - 108
Baking & Snack - June 2015 - Playing it by the book
Baking & Snack - June 2015 - 110
Baking & Snack - June 2015 - 111
Baking & Snack - June 2015 - 112
Baking & Snack - June 2015 - 113
Baking & Snack - June 2015 - 114
Baking & Snack - June 2015 - Conveyors - Left Behind
Baking & Snack - June 2015 - 116
Baking & Snack - June 2015 - Pass the meat, please
Baking & Snack - June 2015 - 118
Baking & Snack - June 2015 - 119
Baking & Snack - June 2015 - 120
Baking & Snack - June 2015 - 121
Baking & Snack - June 2015 - 122
Baking & Snack - June 2015 - 123
Baking & Snack - June 2015 - 124
Baking & Snack - June 2015 - Secondary Packaging - Box Set
Baking & Snack - June 2015 - 126
Baking & Snack - June 2015 - 127
Baking & Snack - June 2015 - 128
Baking & Snack - June 2015 - 129
Baking & Snack - June 2015 - Sanitation Strategies - Food Safety Fast Track
Baking & Snack - June 2015 - 131
Baking & Snack - June 2015 - Getting Technical in Tampa
Baking & Snack - June 2015 - Industry Images - B&CMA
Baking & Snack - June 2015 - TIA Ups the Ante
Baking & Snack - June 2015 - Industry Images - TIA
Baking & Snack - June 2015 - 136
Baking & Snack - June 2015 - Events
Baking & Snack - June 2015 - 138
Baking & Snack - June 2015 - Innovations
Baking & Snack - June 2015 - Ingredient News
Baking & Snack - June 2015 - 141
Baking & Snack - June 2015 - 142
Baking & Snack - June 2015 - Products & Packaging
Baking & Snack - June 2015 - 144
Baking & Snack - June 2015 - 145
Baking & Snack - June 2015 - 146
Baking & Snack - June 2015 - Patents
Baking & Snack - June 2015 - 148
Baking & Snack - June 2015 - New on the Shelf
Baking & Snack - June 2015 - 150
Baking & Snack - June 2015 - Marketplace
Baking & Snack - June 2015 - 152
Baking & Snack - June 2015 - 153
Baking & Snack - June 2015 - 154
Baking & Snack - June 2015 - 155
Baking & Snack - June 2015 - 156
Baking & Snack - June 2015 - 157
Baking & Snack - June 2015 - 158
Baking & Snack - June 2015 - 159
Baking & Snack - June 2015 - 160
Baking & Snack - June 2015 - Ad Index
Baking & Snack - June 2015 - New Product Spotlight
Baking & Snack - June 2015 - 163
Baking & Snack - June 2015 - 164
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