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   Puratos Selected As Winner For 2018 ASB Innovation Award For Satin Silver Clean(Er) Label Layer Cake Mix
by Puratos
Posted: Friday, April 13, 2018 at 3:32PM EDT

Consumer Aversion to Emulsifiers & Chlorinated Flour

Our proprietary research into consumer insights, Taste Tomorrow, shows us that 80% of consumers are unfamiliar with PGE/PGME’s (aka emulsifiers) and therefore misunderstand what these ingredients are used for. It also shows us they associate chlorinated flour with the following potential health & environmental issues:

  • Inflammation
  • Toxicity
  • Carcinogens

Some retailers have taken the initiative to eliminate bleached flour & emulsifiers from their acceptable ingredients lists. Knowing that bleached flour has been banned in Europe & China, Puratos anticipates US legislation will soon follow & is ready to offer products as such.

Removing & Replacing Ingredients - The Science Behind It All

But it wasn’t as simple as removing a few ingredients – especially for layer cakes, each ingredient serves a purpose, and removing them proves a difficult feat. The functionality of ingredients such as chlorinated flour and emulsifiers are needed to ensure great quality in layer cakes. For example, chlorinated flour provides the white, fine & resilient crumb texture often preferred in layer cakes. Without either bleached flour or emulsifiers, the resulting cake is yellow in color with an open crumb and has a tendency to collapse.

Puratos Patent Pending for Superb Quality, Texture & Taste

Nonetheless, Puratos’ patent pending technology and R&D know-how have ensured consistent cake quality with superb performance.

Don’t believe us? Ask the winning slice, which was sampled to Lin Carson, CEO & Founder of Bakerpedia, who had this to say:

“Our users on BAKERpedia have been asking me for a sleek, clean solution for their high ratio cakes. Particularly, the removal of chlorinated flour [and] emulsifiers….When Puratos approached me with this product, I was doubtful. To my surprise, this product held up well with very little crumbliness….The volume was better than the control, and the distribution of cells were homogenous. Puratos had the answer to replacing chlorinated flour and PGME –Finally! I have not seen a product that has performed so well without chlorinated flour, SALP and PGME in this market.”

At Puratos, we optimize ingredients so that you have the cleanest ingredient statement. As such, we have developed an extensive range of cake mixes that fall in line with the clean label trend. Interested in learning more about Puratos Clean(er) Label Layer Cake Mixes? Contact us at



About Puratos

Puratos is an international group, which offers a full range of innovative products and application expertise for artisans, industry, retailers and food service customers in the bakery, patisserie and chocolate sectors. Our headquarters are located on the outskirts of Brussels (Belgium), where the company was founded in 1919. Today, our products and services are available in over 100 countries around the world. In many cases, they are produced locally by our subsidiaries. Above all, we aim to be ‘reliable partners in innovation’ across the globe to help our customers deliver nutritious, tasty food to their local communities. In the US we are headquartered in Cherry Hill, New Jersey and have 6 regions, 5 production plants and 7 innovation centers.

Source: Puratos

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