bake - July 2020 - 4

Sharpening the focus of

CLEAN LABEL INITIATIVES
BY J O H N U N RE I N

4

label' is still up for grabs and even a
bit misunderstood, consumers want
simple, trusted and easy-to-understand ingredients in the foods they
choose," says Nicole Rees, product
director for AB Mauri North America.
"We're in a second wave of clean
label, where ingredients chosen
are just step one. How they were
produced and processed is now
being questioned. Essentially clean
label is now also about processing."
Bill Hanes, vice president of
marketing and strategy for Lesaffre,
shared that a recent report from
L.E.K. found that more than 60% of
consumers look for products with
labels reading "no artificial ingredients," "no preservatives," and "all
natural."
"We offer clean label dough
improvers and shelf life extenders
that also benefit the quality and
longevity of the eating experience for consumers," Hanes says.
"Noteworthy successes include
extending the freshness of a shelfstable snack cake from 30 to 45
days and doubling the lifespan of
a yeast-raised doughnut from 18 to
36 hours."
Clean label can cover many areas
- organic, non-GMO, shorter ingredient lists, simplified formulations
that include only the ingredients
people find in their kitchen cabinets,
or free from artificial preservatives,

We're in a
second wave
of clean
label, where
ingredients
chosen are
just step one.
How they were
produced and
processed is
now being
questioned."
Nicole Rees, product director
for AB Mauri North America

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

SOUTH CHICAGO PACKING

Clean label remains a critical but
broad topic. Sharpening the future
direction of the movement will play
a significant role in how the industry
succeeds. While specifics are still
being worked out, a growing number
of bakery ingredient companies and
bakery retailers are now moving
forward with sweeping projects
and product line extensions that
already drive higher awareness and
consumption for clean label bakery.
"While the definition of 'clean


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bake - July 2020

Table of Contents for the Digital Edition of bake - July 2020

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