Baking & Snack - June 2016 - 67

FORMULATION
Clean Label

When
Simpler
Is Better
Clean-eating trends among consumers
demand clean-label approaches
to bakery formulating.
by Donna Berry

T

Tired of hearing the term clean label? Well, it's not going
away. How a brand chooses to address the clean-label
movement is very personal because there's no formal
definition, yet many companies claim to be doing it.
"In the 1980s and through much of the 1990s, consumers
largely tried to avoid certain substances like fats or cholesterol because they were thought to be harmful," said Darren
Seifer, food and beverage industry analyst, The NPD Group
Inc., a consumer research company. "Around the turn of
this century, consumers became more concerned with getting more 'good' substances like whole grains or omega-3s
in their diets. Now, in addition to eating more better-foryou foods, new priorities are coming into focus for consumers like eating foods in their pure form."
According to NPD data, more than 30% of consumers said they are cautious about foods with preservatives,
compared with 24% just 10 years ago. The trend for other food additives followed the same progression.

What's a food additive?
There are basically two categories of food ingredients,
those the Food and Drug Administration (FDA) approves as food additives and those Generally Recognized
as Safe (GRAS). The latter is a designation that has ei-

ther been given by FDA to commonly used food ingredients, such as flour, sugar and salt, or a company can
self-affirm an ingredient to be GRAS by making available scientific data and information deeming the ingredient as safe for its intended use.
Both GRAS and approved additives often improve the
integrity, safety and even nutritional quality of baked
goods. Other food additives aid the flavor and color of
baked goods.
But now, consumers question use of additives. When
they see a long, unfamiliar name among the listed ingredients, they often think the additive is a complex chemical, even a dangerous compound. Uninformed consumers might find "ascorbic acid" offensive, which is the
chemical name for vitamin C.
"Marketers would be wise to examine their ingredient labels to understand whether their key consumer
targets might find anything objectionable based on
media coverage or even simply by how pronounceable an ingredient is to the average consumer," Mr.
Seifer said. Some ingredients can be listed by more familiar names. For example, "egg white" is much more
consumer-friendly than "albumen."

Research shows that
consumers scan for certain
ingredients when evaluating
packaged foods.
iStock

Simple and transparent
There are two approaches to clean label, often done simultaneously. There's clean-label formulating, which is
all about using a minimal number of ingredients as well
as simple ingredients with readable names. Then there's
clean-label marketing; it's all about transparency and
disclosure. It often includes statements about what the
food does not contain.

www.bakingandsnack.com / June 2016 Baking & Snack 67


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Table of Contents for the Digital Edition of Baking & Snack - June 2016

http://digitalbs.bakingbusiness.com/sosland/bs/2019_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_03_01
http://www.nxtbook.com/sosland/bs/2018_02_01
http://www.nxtbook.com/sosland/bs/2017_12_01
http://www.nxtbook.com/sosland/bs/2017_11_01
http://www.nxtbook.com/sosland/bs/2017_10_01
http://www.nxtbook.com/sosland/bs/2017_09_01
http://www.nxtbook.com/sosland/bs/2017_08_01
http://www.nxtbook.com/sosland/bs/2017_07_01
http://www.nxtbook.com/sosland/bs/2017_06_01
http://www.nxtbook.com/sosland/bs/2017_05_01
http://www.nxtbook.com/sosland/bs/2017_04_01
http://www.nxtbook.com/sosland/bs/2017_03_01
http://www.nxtbook.com/sosland/bs/2017_02_01
http://www.nxtbook.com/sosland/bs/2016_12_01
http://www.nxtbook.com/sosland/bs/2016_11_01
http://www.nxtbook.com/sosland/bs/2016_10_01
http://www.nxtbook.com/sosland/bs/2016_09_01
http://www.nxtbook.com/sosland/bs/2016_08_01
http://www.nxtbook.com/sosland/bs/2016_07_01
http://www.nxtbook.com/sosland/bs/2016_06_01
http://www.nxtbook.com/sosland/bs/2016_05_01
http://www.nxtbook.com/sosland/bs/2016_04_01
http://www.nxtbook.com/sosland/bs/2016_03_01
http://www.nxtbook.com/sosland/bs/2016_02_01
http://www.nxtbook.com/sosland/bs/2015_12_01
http://www.nxtbook.com/sosland/bs/2015_11_01
http://www.nxtbook.com/sosland/bs/2015_10_01
http://www.nxtbook.com/sosland/bs/2015_09_01
http://www.nxtbook.com/sosland/bs/2015_08_01
http://www.nxtbook.com/sosland/bs/2015_07_01
http://www.nxtbook.com/sosland/bs/2015_06_01
http://www.nxtbook.com/sosland/bs/2015_05_02
http://www.nxtbook.com/sosland/bs/2015_04_01
http://www.nxtbook.com/sosland/bs/2015_03_01
http://www.nxtbook.com/sosland/bs/2015_02_01
http://www.nxtbook.com/sosland/bs/2014_12_01
http://www.nxtbook.com/sosland/bs/2014_11_01
http://www.nxtbook.com/sosland/bs/2014_10_01
http://www.nxtbook.com/sosland/bs/2014_09_01
http://www.nxtbook.com/sosland/bs/2014_08_01
http://www.nxtbook.com/sosland/bs/2014_07_01
http://www.nxtbook.com/sosland/bs/2014_06_01
http://www.nxtbook.com/sosland/bs/2014_05_01
http://www.nxtbook.com/sosland/bs/2014_04_01
http://www.nxtbook.com/sosland/bs/2014_03_01
http://www.nxtbook.com/sosland/bs/2014_02_01
http://www.nxtbook.com/sosland/bs/2013_12_01
http://www.nxtbook.com/sosland/bs/2013_11_01
http://www.nxtbook.com/sosland/bs/2013_10_01
http://www.nxtbook.com/sosland/bs/2013_09_01
http://www.nxtbook.com/sosland/bs/2013_08_01
http://www.nxtbook.com/sosland/bs/2013_07_01
http://www.nxtbook.com/sosland/bs/2013_06_01
http://www.nxtbook.com/sosland/bs/2013_05_01
http://www.nxtbook.com/sosland/bs/2013_04_01
http://www.nxtbook.com/sosland/bs/2013_03_01
http://www.nxtbook.com/sosland/bs/2013_02_01
http://www.nxtbook.com/sosland/bs/2012_12_01
http://www.nxtbook.com/sosland/bs/2012_11_01
http://www.nxtbook.com/sosland/bs/2012_10_01
http://www.nxtbook.com/sosland/bs/2012_09_01
http://www.nxtbook.com/sosland/bs/2012_08_01
http://www.nxtbook.com/sosland/bs/2012_07_01
http://www.nxtbook.com/sosland/bs/2012_06_01
http://www.nxtbook.com/sosland/bs/2012_05_01
http://www.nxtbook.com/sosland/bs/2012_04_01
http://www.nxtbook.com/sosland/bs/2012_03_01
http://www.nxtbook.com/sosland/bs/2012_02_01
http://www.nxtbook.com/sosland/bs/2011_12_01
http://www.nxtbook.com/sosland/bs/2011_11_01
http://www.nxtbook.com/sosland/bs/2011_10_01
http://www.nxtbook.com/sosland/bs/2011_09_01
http://www.nxtbook.com/sosland/bs/2011_08_01
http://www.nxtbook.com/sosland/bs/2011_07_01
http://www.nxtbook.com/sosland/bs/2011_06_01
http://www.nxtbook.com/sosland/bs/2011_05_01
http://www.nxtbook.com/sosland/bs/2011_04_01
http://www.nxtbook.com/sosland/bs/2011_03_01
http://www.nxtbook.com/sosland/bs/2011_02_01
http://www.nxtbook.com/sosland/bs/2010_12_01
http://www.nxtbook.com/sosland/bs/2010_11_01
http://www.nxtbook.com/sosland/bs/2010_10_01
http://www.nxtbook.com/sosland/bs/2010_09_01
http://www.nxtbook.com/sosland/bs/2010_08_01
http://www.nxtbook.com/sosland/bs/2010_07_01
http://www.nxtbook.com/sosland/bs/2010_06_01
http://www.nxtbook.com/sosland/bs/2010_05_01
http://www.nxtbook.com/sosland/bs/2010_04_01
http://www.nxtbook.com/sosland/bs/2010_03_01
http://www.nxtbook.com/sosland/bs/2010_02_01
http://www.nxtbook.com/sosland/bs/2009_12_01
http://www.nxtbook.com/sosland/bs/2009_11_01
http://www.nxtbook.com/sosland/bs/2009_10_01
http://www.nxtbook.com/sosland/bs/2009_09_01
http://www.nxtbook.com/sosland/bs/2009_08_01
http://www.nxtbook.com/sosland/bs/2009_07_01
http://www.nxtbook.com/sosland/bs/2009_06_01
http://www.nxtbook.com/sosland/bs/2009_05_01
http://www.nxtbook.com/sosland/bs/2009_04_01
http://www.nxtbook.com/sosland/bs/2009_03_01
http://www.nxtbook.com/sosland/bs/2009_02_01
http://www.nxtbook.com/sosland/bs/2008_12_01
http://www.nxtbook.com/sosland/bs/2008_11_01
http://www.nxtbook.com/sosland/bs/2008_10_01
http://www.nxtbook.com/sosland/bs/2008_09_01
http://www.nxtbook.com/sosland/bs/2008_08_01
http://www.nxtbook.com/sosland/bs/2008_07_01
http://www.nxtbook.com/sosland/bs/2008_06_01
http://www.nxtbook.com/sosland/bs/2008_05_01
http://www.nxtbook.com/sosland/bs/2008_04_01
http://www.nxtbook.com/sosland/bs/2008_03_01
http://www.nxtbook.com/sosland/bs/2008_02_01
http://www.nxtbook.com/sosland/bs/2007_12_01
http://www.nxtbook.com/sosland/bs/2007_11_01
http://www.nxtbook.com/sosland/bs/2007_10_01
http://www.nxtbook.com/sosland/bs/2007_09_01
http://www.nxtbook.com/sosland/bs/2007_08_01
http://www.nxtbook.com/sosland/bs/2007_07_01
http://www.nxtbook.com/sosland/bs/2007_06_01
http://www.nxtbook.com/sosland/bs/2007_05_01
http://www.nxtbook.com/sosland/bs/2007_04_01
http://www.nxtbook.com/sosland/bs/2007_02_01
http://www.nxtbook.com/sosland/bs/2006_12_01
http://www.nxtbook.com/sosland/bs/2006_11_01
http://www.nxtbook.com/sosland/bs/2006_10_01
http://www.nxtbook.com/sosland/bs/2006_09_01
http://www.nxtbook.com/sosland/bs/2006_08_01
http://www.nxtbook.com/sosland/bs/2006_07_01
http://www.nxtbook.com/sosland/bs/2006_06_01
http://www.nxtbook.com/sosland/bs/2006_05_01
http://www.nxtbook.com/sosland/bs/2006_04_01
http://www.nxtbook.com/sosland/bs/2006_03_01
http://www.nxtbook.com/sosland/bs/2006_02_01
http://www.nxtbook.com/sosland/bs/2005_12_01
http://www.nxtbook.com/sosland/bs/2005_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2003_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2003_11_01
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