bake - July 2020 - 23

honey gains
popularity
We've seen a surge of interest in
baked goods that are enhanced,
adding ingredients like extra
vitamins, protein and ﬁber."
Kathy Sargent, director of global market strategy for Corbion

coconut sugar. In addition, some
consumers are looking for natural
ways to add nutritional value, such
as using real fruits and vegetables
to deliver ﬂavor.
"Consumer are drawn to naturally occurring ingredients," Taylor
says. "For example, rather than using
'apple flavor' in an apple donut,
bakers should use real apple to bring
that ﬂavor to life. Dawn leans into
naturally occurring ingredients in
many ways; for example, in spring
2019, we launched a line of Naturally
Brilliant Icings that use natural color
sources from fruits, plants and/or
vegetables."

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What consumers are thinking
Younger generations are driving the
clean label movement, according
to Bill Hanes, vice president of
marketing and strategy for Lesaffre.
A recent study that Lesaffre
conducted through C+R Research
found that 71% of Boomers don't
change their diet based on the latest
food trends. Furthermore, Boomers
are more likely than younger generations to be ambivalent toward
clean labeling. In general, "clean
label" is not well understood by this
generation.
"Our enzyme solutions replace

traditional dough improvers and
shelf life extenders like DATEM,
L-cysteine, sodium stearoyl lactylate,
and more," Hanes says. "These unfamiliar ingredients do not communicate value for a product as a healthy,
clean label option."
The COVID-19 crisis has not
affected Lesaffre's priorities
regarding developing clean label
solutions, he adds.
According to Rees at AB Mauri,
ingredients that are intrinsically
healthy have appeal. The move to
plant proteins, alternate grains, and
clean sweeteners, such as stevia,
can be seen across the bakery aisle
from breads to crackers and breakfast bars.
"If consumers can pronounce the
ingredient and feel good about its
origin, typically those are good
signs," Rees says. "It all comes down
to transparency. At AB Mauri, our
job is to produce high quality bakery
ingredients for our customers, but
the job doesn't stop there. Industrial
and artisan bakers also rely on our
team to provide clear documentation that supports both a quality and
transparent message. Anything we
can do to build the conﬁdence levels
of our customers that are consumer-facing is an important step."

Bake Magazine Digital Special Report 3 | Volume 1 | bakemag.com

With clean labels being on the forefront of consumer demand, all-natural
honey's singular ingredient - honey -
is a welcome addition to products in
the bread aisle. In addition to providing
a familiar ingredient, honey also
performs multiple functions in bread,
including inhibiting mold formation.
Zingerman's Bakehouse has developed State St. Wheat, a hearth-baked
sliced bread with just a few ingredients, including honey, wheat, olive oil,
rye and sea salt. Freshly milled soft
white wheat is combined with stoneground, high-extraction hard red spring
wheat ﬂour. Then, the naturally leavened dough is mixed with a touch of
honey and olive oil for a same-day
fermentation. Loaves get a gentle bake
in convection ovens to achieve a thin,
relatively light-colored crust.
Innova tapped storytelling as the
top product trend of 2020. Madewith-honey breads offer a great
narrative. Innova estimated that 56%
of global consumers say stories about
a brand inﬂuence purchase decision.
"Companies can tell stories by positioning ingredients in the context of
culture and tradition, sourcing methodologies or describing how ingredients
are processed."
From the bee to the baking facility,
honey is an all-natural, unprocessed
ingredient straight from nature. In addition to honeybees, food and beverage
manufacturers also can tell the story of
beekeepers as part of their marketing
pitch. Beekeeping is an art and a craft
that connects honeybees to humans
and our entire food system, from hive
to table, according to ﬁndings from
the National Honey Board.

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bake - July 2020

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