bake - December 2020 - 8

technical corner

FLAVORS & COLORS
Flavors and colors are taking a natural turn in the retail bakery

formulations. Flavors that signal possible health benefits are ap-

world.

pealing to consumers. For example, citrus flavors are often asso-

At Dawn Foods, Elena Taylor, senior marketing director, points

ciated with naturally occurring vitamin C, which is perceived to

out the use of natural colors and flavorings is becoming main-

help boost immune function. These flavors are also uplifting and

stream. As a result, the expectation consumers have for natural

refreshing, provoking feelings of happiness and energy, whereas

colors and flavorings is that they are a " no compromise " substi-

warm flavors like cinnamon and allspice prompt physiological

tute for artificial alternatives.

stress reduction. "

" This means natural options taste great and do not impart off-

Flavors also elicit emotional responses due to taste activating

flavors and the colors are rich with strong appetite appeal, " Tay-

the same area of the brain where we form memories, she says.

lor says. " At Dawn, we continue to test and implement new and

Throughout the pandemic, consumers have been relieving stress

improved high-quality colorings and natural flavorings. "

with nostalgic flavors that elicit feelings of comfort, including

Marie Wright, president of creation, design and development

vanilla, pumpkin spice and birthday cake.

desire for clean and clear labels is one of the most important

Single-serve portions

factors driving growth of plant-based colors and flavors.

In the COVID-19 environment, one of the top trends Dawn is see-

Shoppers looking for clean-label products expect short ingre-

ing in the bakery is smaller, single-serve portions, says Taylor

dient lists that are free from artificial flavors and colors and cer-

of Dawn Foods. According to a recent Nielsen study, grab-and-

tain additives, she says. ADM OutsideVoice research found that

go bakery products have grown significantly (+7.6% as of Aug.

69% of consumers say simple, recognizable ingredients influ-

10) since the start of the pandemic, according to a proprietary

ence their purchasing decisions, while 66% say they are looking

report completed by Nielsen and done specifically for Dawn

for labels with the shortest ingredient list.

Foods.

" Additionally, consumers have become hyper-aware of their

" We are also seeing bakeries uncover new ways to maximize

personal health, " Wright explains. " They are increasingly seeking

their budget while still customizing items to fit consumers'

out foods that can help support aspects of holistic wellness such

needs, " Taylor explains. " To customize on a budget, we recom-

as immunity and mental well-being. Natural flavor use is impor-

mend that bakers use icings to show their creativity and glazes

tant in providing a great taste experience to better-for-you food

to turn a traditional baked good into something new. "

08 < NOV-DEC 2020 | bakemag.com

DAWN FOODS

and chief global flavorist at ADM, explains that the consumer


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bake - December 2020

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

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