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‘There’s an emergency for cake freshness in the industry’: Puratos

By Kacey Culliney , 24-May-2013

Demands for cake freshness are particularly strong in Asia and South America, says Puratos
Demands for cake freshness are particularly strong in Asia and South America, says Puratos

There is an urgent need for freshness in the cake sector with strongest demands from Asia and South America, a Puratos brand manager says.

The bakery specialist has launched an educational website in a bid to tackle formulation issues around staling and shelf-life in cakes. Its ’Cake Freshness Lab’ contains white papers and information on its own product solutions.

Charlotte de Montalembert, brand manager for SBU Patisserie at Puratos, said: “Globally speaking, the cake industry has quite good opportunities… But there’s an emergency for cake freshness in the industry.”

Montalembert told BakeryandSnacks.com that this was particularly true in emerging markets like Asia and South America.

“In these markets consumers are more and more demanding for moist cakes with a soft texture. They are on the go and want freshness,” she said.

Cake makers are also facing pressure from retailers demanding longer shelf-life, she added.

Bart De Jonghe, business unit director, said: “With significant growth in the packed cake market corresponding to today’s on-the-go lifestyles and new trends in snacking, cake freshness has become a clear priority for cake manufacturers everywhere.”

Innovation portal

Puratos has written two white papers for the site – one on technical profiles and another about business opportunities.

“The white papers are required reading for every cake specialist seeking to optimize recipes and revenues,” Puratos said.

The company’s cake improver Acti-Fresh, developed over five years ago, is also promoted on the website. The enzyme and emulsifier can be used in a variety of products including cakes, muffins, swiss rolls and donuts.

Tackling staling problems

Puratos is among a host of big companies with cake improvers available on the market. Others include DuPont with its POWERSoft enzyme range, Caravan Ingredient’s Cakesoft ingredient and DSM’s CakeZyme products.

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