IFF introduces new anti-staling enzymes in China amid boom in sweet baked goods

CHINA – International Flavour and Ingredients (IFF) is launching a new range of bakery enzymes for the Chinese market touted as improving productivity and reducing product returns.

The enzymes, Powerfresh and Powersoft are marketed under the Danisco range of food ingredients that is now part of the IFF family.

IFF in a statement said that consumers in China are looking for a more refined quality and a more indulgent experience from baked goods.

Consequently, improver houses and bakeries in the country, have been working tirelessly to make products that enhance consumer eating experiences.

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To meet this need, IFF launched Powerfresh and Powersoft, expanding its current range of freshness solutions in the Asia-Pacific area.

“Freshness” means “high-quality” to consumers in China, says  Lai See Lee, regional industry leader, Asia Pacific, Food Enzymes.

“China is also one of the top three countries that are leading in their quest for innovative textures of baked goods.”

IFF says the new enzymes offer improver houses and industrial bakeries excellent anti-staling solutions that deliver the desired taste, texture and shelf-keeping characteristics in cakes, sweet rolls and buns while maintaining the desired shape and volume.

“They are specially formulated to deliver ultimate softness and moistness that consumers crave for in sweet baked goods, addressing the needs of a category that is driven by indulgence,” read the IFF statement.

The launch comes at a time when COVID-19 has increased consumers’ online ordering of packaged baked goods.  

Lee notes that even as the mode of buying shift to online, packaged baked goods need to retain softness, moistness and resilience during the desired shelf life.

Anti-staling enzymes enable these baked goods to remain softer during the desired shelf life, ensuring repeat purchase and a reduced risk of wasteful returns, explains Lee. 

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IFF has a substantial history in the development and commercialization of baking enzymes in the anti-staling, dough strengthening and flour optimization realm and these enzymes are part of a larger portfolio of food enzymes

Although being a leader in the market of flavours and enzymes, there has been rising competition from other food ingredient companies equally seeking to improve the indulgent taste of baked goods.

Earlier this month, Synergy Flavours unveiled a new ingredient tipped to make “significant fat and calorie reductions in baked goods, such as muffins, cookies and biscuits.”

The company says its “next-generation” ingredient effectively replicates every day baked goods’ taste and texture while reducing calorie content.

The German milling group GoodMills Innovations also recently released a high-fiber product for baked goods to boost consumers’ immune systems and address concerns of flu and viruses.

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