In the ever-evolving landscape of premium and artisanal bakery products, the pursuit of unique ingredients and flavour profiles has become paramount. As consumers increasingly seek indulgence in their baked goods, the quest for novel tastes and experiences has reshaped the traditional bakery scene. This article delves into the forefront of this culinary evolution, exploring how bakery businesses are catering to the evolving tastes of consumers while addressing key trends and challenges. Kennedy’s Bakery Production speaks to Clara Faustina, Senior Manager, Category Marketing Sweet Goods EMEA at ADM:

With the increasing interest in global flavours and fusions, could you provide examples of ingredients or flavour combinations that are gaining traction in bakery applications, and how your company is facilitating their use by bakers?

Clara Faustina: Consumers are getting more adventurous when choosing their baked goods. As our 2024 Flavor & Color Trends Report outlines, consumers gravitate toward flavours that reflect their personalised desires. They’re looking for unique flavour combinations that may be seen as unconventional, such as a grape tart with pecans or a savoury muffin with a hint of spicy Chinese shacha. 

We are also seeing consumers look to traditional flavours in foods that bring a modern twist. As noted in our EMEA Culinary Trends Report, 74% of consumers enjoy traditional flavours in food because they evoke moments of comfort and escapism. Foods in familiar formats with distinct flavour profiles entice consumers, such as a vegan coffee cake with timut pepper icing.

Tried and true vanilla also continues to be a highly sought-after flavour for its familiarity and versatility across applications. Depending on the region the vanilla is sourced from, flavour profiles can vary greatly. For example, Madagascan vanilla provides a profile of beany and bourbon notes, while vanilla sourced in Uganda has a more moderate, creamy profile. In contrast, Tanzanian vanilla has caramel-like, sweet brown and maple essences. Our single-origin vanilla extracts can take consumers through these refined flavour varieties worldwide while educating consumers on ingredient provenance.

Invigorating mint also continues to shine through as a beloved taste profile. As many consumers seek out food and beverage products that can take them on a flavour journey, mint delivers a sense of exploration in everyday eating. In baked goods, mint is the perfect complement for cheesecake or even as a fresh twist on strawberry shortcake as a dollop of mint whipped cream.

As plant-based and vegan bakery options gain popularity, how is your company developing and sourcing ingredients to create plant-based alternatives that meet the high standards of flavour and quality associated with traditional bakery items?

CF: As consumers look to incorporate more plant-based offerings into their everyday diets, bakers and manufacturers are tasked with creating plant-forward offerings that overcome formulation challenges that may come with certain ingredients. These challenges may affect the overall sensory experience of final baked goods, such as taste, texture and colour, as well as shelf life.

At ADM, we integrate many techniques and strategies for maximising flavour performance – from the flavourist bench and beyond. Our ever-expanding plant-based ingredient portfolio as well as our wholesome ingredients library, coupled with our technical expertise, enables us to build proprietary plant protein systems purposefully designed to maximise functionality, nutrition and sensory appeal, and address bakers’ formulation needs.

We also look to TasteSpark™ Mouthfeel and Masking flavour modulation technology to assist bakery and snack manufacturers in creating innovative offerings for specific lifestyles, including vegan. TasteSpark™ assists in building flavour and masking potential off-notes in dairy-free or vegan creams or icings. Masking may also be required in baked goods containing functional ingredients or ancient grains to make the overall profile more approachable for a mainstream consumer.

Sustainability is a crucial concern for many consumers. How is your company addressing sustainability in ingredient sourcing and production processes, and how does this align with the goals of environmentally conscious bakeries?

CF: More than ever, consumers are concerned about the state of the environment, with 74% of global consumers sharing this concern. Plus, a recent ADM study shows that sustainability claims like “sourced from regenerative agriculture” resonate with consumers and have a strong impact on their purchase decisions. We engage growers through our supply chains to adopt regenerative agriculture practices that can reduce environmental impact, such as increasing crop diversity, planting cover crops, minimising soil disturbance, and managing nutrients and other inputs.

Consumers also want to feel more connected to the food they eat and the communities they support, fuelling the demand for transparency from bakery brands. Programs like our joint venture (JV) in Madagascar provides visibility through each step in the process, enabling the highest level of quality control to ensure we produce consistent vanilla ingredients, including Fairtrade and Madagascan organic-certified vanilla extract. The JV also provides community services, access to healthcare and agronomy support. It also reinvests into other business cooperatives owned by the vanilla farmers, such as nuts, spices, fisheries and tourism, fostering a closed-loop system for farmers to improve their livelihoods.

In the era of data-driven decision-making, what strategies and tools do you employ to stay ahead of ingredient and flavour trends? How do you collaborate with bakery businesses to create innovative and market-responsive ingredient solutions?

CF: Our passionate team of trend-spotters, chefs, flavourists, formulation experts and marketers are constantly investigating flavour and ingredient trends where and as they happen, both online and in person. Combining human insights and data analysis, our experts stay up to date with the latest technologies for behaviour prediction. Bakery manufacturers can tap into our advanced capabilities to assist them in creating innovative and delicious consumer-preferred baked goods.

Editoral contact:
Editor: Kiran Grewal kgrewal@kennedys.co.uk