As consumers grow savvier about how the food they eat is impacting their health and well-being, they are increasingly asking: what's not listed in a bakery item's list of ingredients? Grains, sugar, dairy, GMOs, animal products, additives, preservatives, artificial colors ... the list of ingredients and qualities consumers don't want in these products is lengthy.  

According to research by Innova Market Insights, savvy product manufacturers and developers in the bakery category are taking note of this "free from" trend. More than half of bakery launches had "free from" claims in a recent Innova study.1  The two largest subcategories of these included "baking ingredients and mixes" and "savory biscuits/crackers."  

In 2022, sugar-reduction claims were present in 14% of bakery launches, up from 11% in 2018. The most frequent "free from" claims were no additives or preservatives, GMO-free, and gluten-free, noted Innova.2 

Moving forward, Innova expects bakery developers to focus on "free from" multiple undesirable ingredients, versus only one. For example, a bakery product launch may combine no additives or preservatives, GMO-free, no added sugars and vegan or plant based. There also will likely be more high-protein, low-carb offerings, and plant-based claims that will focus on complete protein ingredients, such as pea and chickpea.  

The "Free From" Heavyweight: USDA-Certified Organic  

Bakery brands that are already USDA-Certified Organic can lean heavily into their existing certification for many "free from" claims. Organic already addresses many consumer concerns about what is and isn't in their food, according to CIRANDA, the premiere North American provider of certified organic, non‐GMO and fair‐trade food ingredients.  

"Unlike other eco-oriented labels, the USDA-Certified Organic label has teeth," Joe Rouleau, head of sustainability for CIRANDA. "It's the only label claim federally certified to always be produced without GMOs, harmful pesticides, chemical preservatives, or antibiotics. The certification is federally enforced, backed by third-party inspections, and provides traceability from the farm to the consumer." 

Free From Harmful Chemicals and Much More 

USDA Certified Organic is also the only label claim federally certified to mean always produced and processed without synthetic growth hormones, artificial flavors, colors, sewage sludge and irradiation. The label not only protect consumers, but it also safeguards rural and urban communities from exposure to synthetic pesticides that may persist in the air, water and soil.3  

Synthetic glyphosate, which is used in many herbicide products to kill weeds and grasses, is among the chemicals not allowed in organic farming but used widely in conventional agriculture. One study published in the journal Environmental Health Perspectives showed that childhood exposure to synthetic glyphosate is associated with metabolic and liver disorders in adulthood.4 

Food dyes that are synthetic are also not allowed in bakery items and other foods that are certified organic. The concern over these dyes have made headlines lately5 as lawmakers in some states seek to ban them altogether because of studies showing negative behavioral impacts on children.  

Additionally, while more than 3,000 food processing aids and additives are authorized in conventional products, only 100 are allowed under the USDA-Certified Organic label.6  

Other "free from" ingredients and methods of organic farming and production can be found on the USDA's website, www.usda.gov/topics/organic. 

CIRANDA's Commitment to Clean Ingredients  

CIRANDA has been committed to clean ingredients, including USDA-Certified Organic, for 30 years. During this time, the company has supplied top-grossing organic and natural brands in the United States with organic, non-GMO and fair-trade ingredients.  

CIRANDA's quality cocoa powder and chocolates, coconut products, flours and starches, fats and oils, syrups and sweeteners can help companies developing bakery products and beyond solve their "free from" labeling challenges. For example, CIRANDA's coconut oil and sunflower oils are produced by a physical expeller press process verses with hexane which is commonly used in the food industry.  The company's starches and maltodextrin are produced using organic enzymes and without the chemicals used in conventional options. 

 "It can be difficult for bakery product developers to eliminate ingredients such as gluten and sugar, while still achieving their desired taste and texture," said Tonya Lofgren, product manager for CIRANDA. "Our experienced technicians can work closely with product developers to formulate products that meet their specifications." 

CIRANDA has been a leading force in the organic movement since 1994. The company continues to assume a leadership role in strengthening what USDA-Certified Organic and clean, "free from" labels mean for the health of consumers, global communities and the environment.  

For more information about CIRANDA's ingredient options, please visit www.ciranda.com/ingredients.