Clean label baked goods are no longer a trend—they’re an expectation. While consumers may be unsure about the exact definition of ‘clean label’, they have strong views about what goes inside their baked goods, how sustainably they are produced and how healthy they are.

Consumers now expect to see familiar sounding, natural ingredients that are good both for them and the planet.

In other words, “clean label” means baked goods made with ingredients that are:

  • Familiar: recognizable ingredients with natural origins, non-GMO and free-from or low-in additives
  • Healthy: allergen-friendly, less processed and don’t harm health.
  • Responsible: eco-friendliness matters—as does traceability and a low carbon footprint. Customers also want their bakery products to be locally sourced and socially responsible.

Over the past five years there’s been a double digit increase in clean label claims for bread products alone in four of Europe’s largest markets.

But label-friendly credentials aren’t enough. Survey after survey has shown that consumers aren’t willing to compromise on taste, texture or shelf life.


Delighting baked goods consumers together

The challenge now facing manufacturers of baked goods is huge: How do you give consumers clean label deliciousness, while keeping production costs down and maintaining quality across shelf life?

You need to find a partner that can help you navigate your clean label journey. A partner with a holistic understanding of shifting consumer desires, the complexities of product creation and formulation, and exactly what it takes to succeed on the shelves.

We’ve created a three-stage system for success in reformulating and launching successful label-friendly products - fast:


Which definition of clean label is most important to your target consumers? Which features should you prioritize? We’re committed to helping you achieve your unique clean label goals, and our ‘Clean Label Journey’ tool for baked goods is part of our drive to help you make the most effective choices.

It maps out the journey from ‘traditional label’ to ‘cleanest label’ and highlights the possible impact on key features such as volume, process robustness, and crumb quality, so that we can help find the most suitable solution.

For more information about the tool, contact your local sales representative.


Once you know what your journey looks like, we help you reformulate to meet your goals.

With years of experience working in the bakery industry (every fourth loaf of bread contains our ingredients) and with one of the broadest, most effective clean label toolboxes, we provide responsible, familiar and better-for-you reformulation solutions:

  • Label-friendly enzymes that improve the strength and handling of dough throughout the baking process, giving baked goods a fine, uniform crumb structure and maintain freshness and moistness over shelf life.
  • Sustainably produced emulsifiers and plant sourced lecithins that are optimized for dough strengthening, bread softness and greater processing tolerance.
  • Fermented ingredients called fermentates and well-known naturally occurring antimicrobials, maintaining baked goods microbial quality over shelf life thus reducing waste.
  • Natural plant extracts and flavorants that prevent rancid off-flavors, minimize color changes, and ensure fresh flavors throughout shelf life.
  • Label-friendly hydrocolloids that help improve food texture and moisture retention.
  • Functional systems or blends of ingredients enabling E-number free solutions.

Moreover, several of our ingredients help to maintain quality during shelf life, thereby enabling reduction of food waste, or help enable fat and sugar reduction for better-for-you solutions.

Browse our product pages now.

Our extensive consumer and market insights combined with sensory, technical and production expertise give you the best chance of success in the clean label space.

Our global network includes centers of bakery expertise on four continents, and our state of the art  1,500 square meter bakery and flour innovation lab based on the Brabrand Campus site in Denmark is equipped with everything you need to simulate the conditions present in your own facilities.


Clean-label journeys never really end. We’re here to help you anticipate and respond to changing consumer trends and regulatory guidelines with:

  • Ground-breaking quantitative and qualitative studies of consumer preferences.
  • Regulatory support to optimize your clean labels.
  • Reliable product information, and transparent and sustainable supply chains.

We’re here for you, wherever you are and whatever your set-up.

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