The 'clean label' trend in bread and bakery ingredients is accelerating across the EU. Frank Olfers, of Kerry Ingredients & Flavours, highlights some of the key challenges, opportunities and solutions for bakers in this fast-developing area. The trend for 'clean label' ingredients in bread and bakery goods—listing fewer e-numbers, additives and preservatives—has its origins in the UK and Italy, but is rising up the agenda in France, Spain and Scandinavia.

The clean label market is experiencing continuous upward growth, particularly in bread as part of the bakery sector. From 2007-10 in Europe there has been a 105%* increase in new launches in bread products with a ‘no additives and preservatives’ claim. In cakes, pastries and sweet goods, meanwhile, there has been a 43% rise in product launches with a ‘no additives and preservatives’ claim over this period. In sweet biscuits/cookies there has been a dramatic 94% rise. These figures illustrate the growth in the potential market for clean label solutions to produce simpler labelling for consumers.

What is clean label and why are people buying it?

There is no universally or legally recognised definition of clean label, with the precise definition depending on who you are talking to, and what additive you are talking about. However the term has become common amongst the food industry and consumers, and is widely accepted as meaning that a product is free of additives and preservatives.

How does this influence purchasing decisions? There are three principal factors. First is the wider trend towards simpler lifestyles, which means consumers are increasingly seeking out food in its most natural state, or as close to natural as possible. The terms ‘natural’ and ‘additive-free’ have become key items in consumers’ vocabulary.

Second, the current economic situation is making people nostalgic for simpler times and simpler foods. Consumers are looking for simple labels with ingredients they can understand. In practice this means steering clear of products which can be seen as a chemical cocktail, and taking greater interest in ‘back to basics’ formulations with ingredients that consumers might find in their own cupboards at home.

Third, as consumers begin to feel less affluent, they also eat out less frequently. Instead they want to recreate ‘dining out’ experiences at home by purchasing higher-quality products with a more natural feel. From the consumer’s perspective, the interest in ‘clean label’ is more around bread than cakes and sweet bakery goods. Consumers are not quite so concerned if a delicious cake contains what may be considered by some as ‘undesirable ingredients’, so long as it tastes good. However it is considered vital that an everyday item such as bread should be natural and nutritional.

The search for solutions

As a result of these trends both branded bakery and private label manufacturers are searching for solutions that provide them with quality bakery products, but with fewer or preferably zero chemical sounding ingredients.
Branded players, as key innovators, have tended to use the trend towards simplicity to strengthen their brand positioning, and as a tool to gain an advantage over the competition. Often this means launching all-natural bread types, made with only ‘kitchen’ ingredients, and labelled as such for consumers. Alternatively retailers develop an overall ‘care for the consumer’ message, with aisles offering ‘free from’, natural or handmade bakery products.

All of this creates a market environment where food producers and retailers are striving to strip down food ingredient labels to a bare minimum.

The key challenge around clean label specifically relates to ingredient interaction, or in practical terms how to deliver final bakery products with no chemical additives and preservatives, while retaining dough stabilisation and enhancing properties such as volume, texture, shelf life, softness, shape and taste.

Kerry Ingredients & Flavours is experiencing increased demand from bakers faced with the challenge of maintaining traditional quality expectations while also delivering a cleaner label declaration. We offer a wide portfolio of enzymes, fermented ingredients, yeast extracts, proteins and natural flavours, taking advantage of our unique ability to offer both single ingredient and integrated solutions for all bread types, thanks to our ingredients, applications and technology expertise.

Do without DATEM

One example of Kerry’s clean label approach is an effective alternative to Diacetyl Tartaric (acid) ester of Monoglyceride (DATEM), traditionally used as an emulsifier to strengthen dough by building a strong gluten network. Particularly used in crusty breads to give the desired chewy, springy texture, DATEM has a very chemical sounding name and is also known as E472e.

In place of DATEM, Kerry’s customers have the option of utilising a range of enzymes known as Biobake from the company’s Biobake™ range. Since enzymes are classed as processing aids, they do not require a separate label declaration. Examples include Biobake™ STDR1 for bread-type goods, plus Biobake™ DR1, which is a more functional enzyme that has also been developed for bread applications. Both enzymes are based on a substrate of lipids that are naturally present in flour. Compared to DATEM our customers note improved dough handling, good fermentation tolerance, a comparable volume increase and a fine crumb structure.

Put aside the propionate

Another big headache for bakers is mould. Here calcium propionate, the calcium salt of propionic acid, is often used as a preservative in baked goods. Kerry’s clean label alternative to this preservative is Upgrade™ W2, a fermented wheat flour that contains natural organic acids that inhibit mould development, thus providing a natural clean label alternative.

Kerry’s combination of application and technology expertise means these ingredients can be offered as part of a custom-made solution tailored to the precise requirements of dynamic consumer needs, and offering a complete product solution.

Gaining a competitive edge

Retailers and manufacturers realise it is not sufficient for them simply to pursue the goal of simpler ingredient declarations on product packs. At the same time they also need to improve product integrity and eating quality. Clean label is not only a reformulation issue but also a key area of differentiation, potentially providing a competitive edge for those who can bring consumer preferred products to market faster.

Bakers also face the difficult issue of how to persuade consumers to eat more of their products while influencing a shift in perception towards healthier bread. To win share from competing breakfast items, large scale bakers are focusing on adding further functionality, strengthening the nutritional message, by the addition of extra fibre, for example, and adopting lower salt levels to boost the health appeal of their offerings.

Kerry can help bakers with the solutions to these issues too. For example for manufacturers wanting to incorporate traditional breads in their ranges there is a specific fermented portfolio, and for those looking to lower salt levels there are natural ingredient solutions to enhance taste and improve dough processing.

Having redesigned our business to give single point of access, Kerry customers are now benefiting from having not merely an ingredient supplier, but a complete development partner on board. You might say that we help them rise to the challenge! 

Author biog

Frank Olfers, Market Director Bakery EMEA for Kerry Ingredients & Flavours.
Frank, the son of a baker, has worked in the bakery industry for the whole of his life. Since graduating from Wageningen in the Netherlands, Frank’s career has encompassed a wide range of customer challenges and several key management positions within the bakery industry. Before joining Kerry Ingredients & Flavours he was Business Director for Baking & Enzymes at DSM.