Puratos Introduces Innovative 'Beyond Clean Label' Approach at IDDBA 2026

At IDDBA 2026, held in June 2026, Puratos unveiled its next-generation approach to bakery innovation, termed "beyond clean label." This strategy emphasizes that clean label is no longer just a differentiator but a critical foundation for future growth in the bakery sector. With an impressive exhibition at Booth 1617, they showcased how transparency regarding ingredients can translate into enhanced consumer engagement through three essential aspects: power ingredients, indulgence, and sustainability.

Puratos has been at the forefront of the clean label movement for over a decade. Unlike a fleeting trend, it has been intricately woven into their product development process, resulting in simplified formulations while ensuring performance at scale. Recent data reveals that over 60% of U.S. consumers are actively avoiding artificial additives, indicating that clean label offerings are becoming standard across bakery products. This ongoing shift is prompting brands to innovate beyond clean labeling.

Sloan Bennett, Senior Customer Marketing Manager at Puratos, articulated the brand's vision, stating, "Clean label has become the starting point, not the final destination." He emphasized that consumers typically equate food with feelings rather than focusing solely on ingredient lists. Thus, Puratos aims to transform consumer expectations into solutions that fulfill desires for taste, nutrition, and ethical responsibility simultaneously.

Research conducted by Puratos, branded as "Taste Tomorrow," supports this evolving perspective. It shows that although consumers expect transparency, their purchasing decisions are primarily driven by enjoyment. As taste, texture, and visual appeal play vital roles in the bakery market, it is crucial for brands to deliver cleaner formulations that do not sacrifice these attributes.

Three Pillars of Bakery Innovation

During IDDBA 2026, Puratos highlighted their approach across three core areas:

1. Power Ingredients: This segment focuses on ingredients like sourdough, grains, and natural fermentation. These components not only catch consumer interest but also enhance functional performance. For example, solutions from the Sourdough Institute in Belgium, such as Sapore sourdoughs and Softgrain products, illustrate how fermentation combined with grain inclusions can elevate flavor, texture, and shelf life, meeting the clean and recognizable ingredient expectations of consumers.

2. Indulgence: Puratos showcased clean-label mixes, bakery glazes, and fillings that aim to provide a full eating experience. As consumers scrutinize ingredient lists more closely, products must still achieve the high standards for softness, flavor, and visual appeal that they expect. Puratos focuses on preserving sensory performance while simplifying formulations to meet these rising expectations.

3. Sustainability: This aspect was exemplified through initiatives like Cacao-Trace, which not only connects responsible sourcing to improved farmer welfare but also enhances the taste of chocolate. This represents the growing consumer demand for transparency beyond just the ingredients.

Puratos also introduced two notable products aligned with their innovative philosophy. The ProteinPro Strength is a protein-rich mix designed specifically for bagels and hoagies, catering to the increasing consumer desire for protein without sacrificing flavor or texture. Meanwhile, Vör Cashew Fillings present an ultra-clean, plant-based option for sweet recipes, leveraging cashew as a flexible base to deliver indulgence alongside simplified labeling and strong performance metrics.

These innovations highlight a broader trend towards comprehensive product design, where formulation, process, and functionality are developed concurrently and validated to perform well in both production and retail bakery settings.

After an earlier showcase dedicated to clean label at IBIE 2025, Puratos is using IDDBA 2026 to mark the next pivotal chapter in its evolution. Clean label has transcended being merely a goal; it now serves as a launching pad for innovation that addresses what truly matters to shoppers at the point of purchase.

Visitors are encouraged to experience these groundbreaking solutions firsthand at Booth 1617 at IDDBA 2026. For more details, individuals can visit Puratos' event page.

About Puratos

Puratos is a global player in the food industry, providing a full spectrum of innovative ingredients and solutions for bakeries, pâtisseries, and chocolate applications. The company primarily serves large industrial bakeries, retailers in the U.S., food service chains, distributors, and artisan clientele. Headquartered in Pennsauken, NJ, with a strong national presence, Puratos also maintains its global headquarters in Belgium. By integrating diverse food cultures and technologies, Puratos strives to create exceptional food solutions that promote the health and wellness of people worldwide.