In the dough - Lesaffre November 2020 - 2

CLEAN LABELS
WITHOUT
COMPROMISED
QUALITY
Demand for
clean labeling is
driving changes in
formulations, especially
around emulsiﬁcation.
Unfortunately, clean
label formulation for
bakeries often results
in inconsistently
processed products.
The Encore portfolio
from SafPro offers
a clean label
emulsiﬁcation
replacement that
meets or exceeds
performance standards
for traditional
emulsiﬁers such as SSL.
At the core of its
formulation technology
is the capability of
cleaning up bakery
labels for a variety
of bakery products,
including rolls of
various sorts: sub-rolls,
Kaiser-rolls, multigrain rolls, ciabattas,
hamburger buns, etc.
Unfortunately, in the
past, efforts at clean
label formulation within
the bakery industry
have resulted in inferior
ﬁnished products,
or products that are
difficult to process
consistently.
Encore by SafPro offers
clean label capabilities
for a variety of yeastraised and chemically
leavened bakery
products, including
donuts, pan breads,
and more.

Clean Eating:
What Do Consumers Think?
The challenge: Consumers are
increasingly concerned with unnatural
preservatives and additives, and many
consumers do read labels and care
about "clean labeling", not so much in
name as in concept. So, who exactly
are these consumers? And what is the
best way to appeal to their needs while
There's been a lot of
talk lately around clean
eating, but what does
this really mean? Does
it mean consuming only
whole ingredients? Does
it mean eating only locally
sourced ingredients?
Does it mean cutting out
processed sugar from
diets entirely? There's
a lot of uncertainty
and widely varying
perceptions among
consumers when it comes
to the concept of clean

they're shopping for sandwich bread?
We discuss consumer perceptions
of clean label as a concept - who the
Clean Label Bread Consumer is, what
they value, and what can be done to
build consumers' trust in your product
without sacriﬁcing the qualities that
make bread enjoyable.

eating, leaving many food
manufacturers to wonder
how to best communicate
ingredients on packages
and nutrition labels.
As consumers become
more interested in the
concept of clean eating,
and subsequently, clean
labels, it's important to
look at how consumers
think about food.
What ingredients
are they looking for?
What ingredients do

they consider "clean"?
Does the mention of
added nutrients inspire
skepticism? Generally,
consumers associate
'clean eating' with no
preservatives, natural
ingredients, and minimally
processed foods.
While many do not
subscribe to the term
"clean eater" or use the
phrase "clean label" when
referring to foods they
prefer to buy, they do

Reasons Don't Want Ingredients in Breads/Baked Goods
Unfamiliar/Hard to
Pronounce 37%
"It sounds like a
chemical and I have
never heard of it."
"I don't know what it is...it
sounds manmade not
natural."

"Because I do not know
what this is. If I knew, I
might be okay with it."
"Because I don't know
what they are or how
they affect my body."

Unhealthy/Not
Good For You 29%
"Because I think it's not
good for your body and
not really all that
healthy."
"I feel they are most likely
not good for our health."

Not Natural or
Real 22%
"I want as few unnatural
ingredients as possible."
"Doesn't seem naturally
occurring or necessary to
add."

"I question their nutrition
value."

"Sounds like a chemical.
I'm not sure what it is, but
it doesn't sound natural."

"Because I'm not quite
sure what it is, and it
sounds unhealthy."

"I want natural
ingredients in my
breads."

Figure 1
In the dough - Lesaffre November 2020

Table of Contents for the Digital Edition of In the dough - Lesaffre November 2020
