Cleaning Up Your Label

1-15-2012

A “Clean Label” – one that contains natural ingredients as well as an overall shorter ingredient list—has become increasingly important to bakers and customers, as consumers are becoming more aware of their food choices, ingredients, and living a healthier lifestyle. While there is no universal definition for clean labeling, and it is not (as yet) regulated by the FDA, there are two distinct components to cleaning up your label:

• Using natural ingredients on your label – ones that are easily identifiable to your customers
• Using fewer ingredients altogether – creating a shorter overall ingredient list

Some bakers are looking to such retailers as Whole Foods and Trader Joe’s – both of which set very strict industry standards – as the Clean Label police. Whole Foods publishes a list of unacceptable ingredients on its website, while Trader Joe’s provides general product guidelines.

The terms “natural,” “healthy,” and “organic” often cause confusion. Many consumers think that “natural” and “organic” imply “healthy,” however the FDA doesn’t think so. According to FDA policy, “natural” means the product does not contain synthetic or artificial ingredients. “Healthy,” means the product must meet certain criteria that limit the amounts of fat, saturated fat, cholesterol, and sodium, and require specific minimum amounts of vitamins, minerals, or other beneficial nutrients. The bottom line? Consult with your legal team before you make any product claims about nutrition – they may fall under FDA regulation.

Why Is a Clean Label Important for My Business?

More than ever, customers care about their food choices. According to the Food and Drug Administration (FDA) more than half of consumers in the United States read food labels when buying a product for the first time. These consumers are also increasingly aware of the link between diet and heart disease, and their knowledge of the dangers of trans fats in particular, nearly doubled over just four years, from 32 percent in 2004 to 62 percent in 2008. 55 percent of Americans “often” use the label to get a general idea of the food's nutritional content.

Of key importance for bakers – the survey also examined breakfast-eating habits. 54 percent of consumers reported eating breakfast seven days a week, while just 8 percent said they skip the meal every day. That’s a lot of bread, muffins and bagels.

Food label marketing is even more critical when reaching the market segment of moms shopping for kids and families – one study cites that 65% of women read labels, compared with just 51% of men.

How Do I Clean Up My Label?

Cleaning up your label sounds like a tall order – but it’s easier than you might think – thanks to the amazing world of enzymes. Enzymes play a variety of roles in the bakery ingredient profile -- oxidants, reducing agents, dough conditioners and crumb softeners. They are highly specific, highly controllable ingredients that can be used in breads, cakes, cookies, tortillas and snacks. They can often reduce your costs for more expensive ingredients including gluten and eggs. With today’s specific enzymes and applications, you can choose the amount, speed and timing of their activity.

Enzymes are critical to the clean label movement, because depending on the time at which your enzymes are activated, you don’t have to list your enzymes on your label. In fact, under Food and Drug Administration labeling rules, if your enzymes are considered processing aids, they need not be listed in the package’s ingredient statement. Keep in mind – listing your enzymes (and other ingredients) is a complicated decision that should be reviewed with your legal counsel.

Mold-free shelf life in products labeled all-natural can be difficult to achieve, but can result in additional profits for bakers. Baker’s Best All-Natural Mold Inhibitor is a great example of a clean, label-friendly blended product that helps bakers achieve longer mold-free shelf life. Mold-free shelf life of greater than 7 days on the retail store shelf and at home with the consumer is standard for bread bakers today. A combination of citric acid and cultured wheat flour, this all-natural mold inhibitor is a simple solution to the ingredient profile.

Vital – G is great strengthening solution which can offer a lot of tolerance, replacing such ominous sounding ingredients as DATEM, azodicarbonamide (ADA), mono- and diglycerides and sodium and calcium stearoyl lactylates (SSL and CSL). With all-natural gluten and enzymes, Vital-G is a simple solution to complicated problem.

Baker’s Best All-Natural Dough Improvers contain enzymes and ascorbic acid – It can be used in place of emulsifiers, as well as azodicarbonamide (ADA), which shortens the list of ingredients, as well as cleans up the list itself.

Going Back to Basics

As with all bakery products—regardless of what is on your label – monitoring production control points is critical in achieving the best finished product quality possible. A great finished product is all about going back to the basics:

• Check and double-check your mix times
• Make sure your ovens are at the right temperature
• Understand what you are replacing when you clean up your label
• Know your enzymes
• Check your baking times
• Check your mix absorption
• Practice good sanitation to prevent mold and keep your employees and customers healthy
• Understand how product cooling can impact your baked goods
• Know how packaging temperature and materials can impact your product quality

For more information on Cleaning Up Your Label, or Going Back to Basics, please contact your AB Mauri ® local distributor.