News
Health and Clean Label are Driving the Bakery Market
25 Sep 2013The bakery market is considered as the core of pleasure and foodiness, the kingdom of indulgent products, but as consumers are looking for healthier alternatives and natural products, the market is changing. Add health and nature with ancient and whole grains Nutritional recommendations advocate that people switch to whole grains instead of refined ones because […]

The bakery market is considered as the core of pleasure and foodiness, the kingdom of indulgent products, but as consumers are looking for healthier alternatives and natural products, the market is changing.
Add health and nature with ancient and whole grains
Nutritional recommendations advocate that people switch to whole grains instead of refined ones because they contain more nutrients (vitamins, minerals and fibres). But whole grains add a specific taste and texture, especially in bread products that could put a brake on consumption.
Ingredient manufacturers offer new solutions to add the nutritional value of whole grains without the sensorial issues. For example, Nutrixo has launched Pepite IXO, a fraction of tender wheat that comes in small nuggets (2-3 mm) that can be added to wheat flour in order to make wholegrain bread, rich in fibres without the bitterness of a traditional whole grain bread. At Fi Europe, Kampffmeyer will showcase Optigrain Snow Wheat, a high quality whole grain flour which helps manufacture products which look and taste like conventional baked goods but offer the nutritional value of whole grain products.
Ancient grains are also quite trendy these days, whether they come from ancient civilisations (quinoa, amaranth, farro, kamut and so on) or from local traditions (spelt, buckwheat, millet etc.).
They are commonly used in many baked goods and often mixed with seeds (including chia, flaxseed, sesame, poppy) well known for their nutritional benefits.
To respond to consumer expectations, manufacturers are trying to reduce the fat, sugar and salt content of their products. At Fi Europe, several new solutions will be showcased such as microalgae from Roquette which allows a 30% fat reduction in muffins, or Tate & Lyle’s SODA-LO Salt Microspheres which allows food manufacturers to reduce salt levels by 25-50% in various applications without sacrificing taste.
Clean label beats the “E” demons
As consumers try to avoid artificial additives, manufacturers of bakery products are looking for natural solutions to replace the E numbers and ‘clean’ their ingredient list.
Acerola extract can be one of the options to replace ascorbic acid in bakery products. In France, manufacturers of sliced bread are using the extract of this fruit (the richest in vitamin C), which allows them to add an ‘additive free’ claim on their products.
Related news

FoodTech investment plummets, but biotech and circularity are on the rise
4 Apr 2025
The 2024 FoodTech 500 highlights a major shift in innovation focus, with functional ingredients, biotech, and waste upcycling climbing the ranks amid a steep drop in global funding.
Read more
Value is a top priority for today’s F&B consumers
3 Apr 2025
Research from global consultancy Hartman Group suggests there are six core values that brands must tap into to connect with consumers’ needs.
Read more
EU Omnibus proposal risks dismantling ESG protections for smallholder farmers
1 Apr 2025
Civil society organisations are calling on policymakers to reject proposed changes to EU sustainability legislation, saying they pose a risk to protections for smallholder farmers.
Read more
Make plant-based meat ‘tastier and more affordable’ to fight climate change
31 Mar 2025
The UK’s Climate Change Committee is calling for tastier, more affordable plant-based meat offerings as part of measures to counteract the nation’s environmental impact.
Read more
Clean-label cereals prompt fortification debate
28 Mar 2025
Marks & Spencer has caused a stir with the launch of a range of breakfast cereals in the UK containing minimal ingredients.
Read more
Changing global food retail environments linked to rise in obesity
27 Mar 2025
Changes in retail food environments – particularly the growing prominence of large chains – are positively correlated with rising obesity prevalence, a study suggests.
Read more
UK consumers could be eating cultivated meat within two years
26 Mar 2025
Cell-cultivated products (CCPs), from chicken nuggets to beefburgers, could be on UK supermarket shelves by 2027 after regulators launched a sandbox to accelerate approvals.
Read more
Future F&B flavours favour exploration and explosive taste profiles
25 Mar 2025
Exploration and experimentation will define the future of flavour, according to Mintel, as consumers seek out taste profiles and textures that offer an adventurous eating experience.
Read more
Partnership plans to scale cultivated meat production
21 Mar 2025
Food technology innovator Ever After Foods (EAF) and multinational food leader Bühler are striving to overcome hurdles to access and accelerate the development of cultivated meat.
Read more
Seafood set to ‘dethrone’ poultry as protein growth king
19 Mar 2025
Seafood is poised to surpass poultry as the leading contributor to global protein supply growth this year, according to Rabobank’s latest protein outlook.
Read more