In the dough - Lesaffre November 2020 - 5

things they don't want,
they'll dismiss your brand
and look for something
else.
When shopping for bread,
Clean Label Consumers
place importance on
simple, recognizable
ingredients, whole grains,
contains only natural
ingredients, has no
preservatives, and is nonGMO.
Perhaps surprisingly,
these Clean Label Bread
Consumers can be
receptive to additives,
as long as the additives
are perceived as natural
and provide a meaningful
beneﬁt. For instance,
Clean Label Consumers
express interest in both
added protein and
calcium in bread - even
more so when the added
calcium is contextualized
as having the nutritional
equivalence of a glass of
milk (Figure 6). Beyond
fortiﬁcation of bread, this
group is also interested
in fortiﬁcation in an array
of food and beverage
products (ranging from
juice to pasta to rice)

CLEAN LABEL
BREAD: WHAT CAN
MANUFACTURERS DO?
Still, consumers want to
enjoy bread. Compared
to other food categories,
it is seen as a food that
evokes enjoyable, even
nostalgic experiences and
tastes. Don't lose sight
of this. Taste is the most

important motivation.
A bread's crust and
texture are nearly as
important, and should
not be sacriﬁced in the
pursuit of clean labeling
or fortiﬁcation. Ultimately,
if the product looks good
and the price is right, then
this will nudge consumers
in the right direction.
To learn more, please
contact your local
Lesaffre representative.

Likelihood to Purchase Bread with Added Protein/Calcium

Among Clean-Label Consumers

% Very or
Somewhat likely
to buy

PROTEIN:
"Added Protein"



"10-19% of your daily protein requirement"



CALCIUM:
"Added Calcium"



"Added calcium equal to a glass of
milk per serving"



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Figure 6
http://www.lesaffre.com/contact/
In the dough - Lesaffre November 2020

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