Baked goods manufacturers are starting to reduce or replace ingredients to cater to millennials’ penchant for food products with consumer-friendly ingredient lists.
One of the hottest topics of discussion at the Institute of Food Technologists’ Annual Meeting and Expo in Chicago in July, ”clean label,” has become one of the biggest trends in the food industry.1 Yet there is no standard definition of the term, observes Caroline West Passerrello, Registered Dietitian Nutritionist, spokesperson for the Chicago-based Academy of Nutrition and Dietetics.2 “In general, when someone is looking for a clean label, they are looking for transparency and their food being as close to its natural state as possible,” she says.3
Aaron Clanton, manager of standards and calibration for the Baking and Food Technical Services Department of the American Institute of Baking (AIB) explains that “clean label” has been used to describe foods that may be free from ingredients that consumers want to avoid.4 “Often consumers are looking for simple ingredients that they can easily recognize, such as flour, yeast, sugar, and eggs,” he says.5
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