instore - May 2017 - 64

merchandising

ON DISPLAY

Clean label desserts

Food labeling continues to be more hotly debated in America,
and this year the spotlight will shine on what qualifies a food to be
marketed as "healthy," according to the International Food Information
Council (IFIC) Foundation. Of particular note, the Food and Drug
Administration is currently working to redefine what qualifies as a
"healthy" nutritional claim on package labels.
For supermarket bakeries, especially in sweet goods, there are
sweeping implications and much on the line.
"We do recognize the Seattle market is looking for clean label products,
so we definitely want to make sure that everything we use is wholesome and clean as possible," says Tristan Ambrose, bakery and coffee
bar coordinator for Metropolitan Market, which celebrated a March
22 grand opening of its new 35,000-square-foot store in Sammamish,

However, the meaning of "type of ingredient" varies by consumer
segment. According to research from Corbion, 43 percent of consumers
are focused on nutrition, while 33 percent are more ingredient focused.
There is also a segment of consumers that are less engaged with label
content (24 percent) and are more likely to purchase based on price.
Kathy Sargent, market director, bakery, for Corbion, based in Lenexa,
Kansas, explains there is no set definition for clean label - "in
consumers' minds, it generally means an easy-to-understand ingredient statement that doesn't elicit questions on what's being included
in the foods they purchase."
While consumer perceptions vary, clean label involves the fewest
number of ingredients and contains nothing harmful or overly
processed, Sargent says. As an industry, clean label is viewed as
a consumer-driven demand-millennials being a big driver of the
demand as they look to purchase products that have authenticity,
transparency and provide a clear understanding of food sourcing.
"With millennials being the largest consumer group, it's important
for food manufacturers to try to adhere to the clean-label demand,"
Sargent says. "At Corbion, we work side-by-side with customers to
help them meet consumers' clean-label demand and provide
them with solutions to help them simplify ingredient labels
without losing quality, taste and the functional benefits
that ingredients provide within their products."

Consumer
demand

There's been a flurry of activity on the bakery supply
side in the clean label movement, and now more options
are developing on the sweet bakery side.

Consumers want to know what's included in the products they purchase.

Dawn Food Products Inc. recently launched Bakers Truth, a
new line of clean label ingredients that are free from artificial
colors, flavors, preservatives and sweeteners, and also contain
no high fructose corn syrup or partially hydrogenated oil. The line
includes creme cake bases, donut mixes and brownie mixes.

Washington, its seventh location and first in the Seattle suburbs. "We
won't use artificial flavorings, and we will never compromise the flavor.
We believe in pure indulgence."

"Consumers continue to drive the 'better for you' food movement," says
Becky Loveland, vice president of marketing and R&D North America
at Dawn Foods.

IFIC's 2016 Food and Health Survey found that for more than one-third
of consumers, a "healthy" food is defined in part by what it does not
contain rather than what it does contain.

"These consumers want great-tasting products and want to feel good
about what they are eating," she continues. "Supporting that insight is
recent research showing that 68 percent of global consumers want to
recognize every ingredient on food labels. We developed Bakers Truth
to provide the best of both worlds, enabling our customers to respond
to this growing trend with additional sweet baked goods options for
their consumers."

Consumers want to know what's included in the products they
purchase. They read not only the labels but also any messaging incorporated on the package. According to research conducted by Corbion,
60 percent of consumers consider "type of ingredient" when making a
purchase decision.
64 * MAY 2017 * instore

According to Puratos, consumers want the option to purchase finished

Table of Contents for the Digital Edition of instore - May 2017