Keebler's Simply Made cookies are marketed for their relatively short ingredient deck, and are in fact made with butter, and in some varieties a smaller amount of canola oil. Kellogg Co., Battle Creek, Michigan, owns the Keebler brand.
The front panel graphics on the Simply Made butter cookies illustrate five natural ingredients (eggs, sugar, wheat flour and vanilla make up the other four). The actual ingredient deck also includes salt, baking soda, natural flavor and soy lecithin, for a total of nine. Two cookies provide 140 calories, with 60 of them coming from fat.
For convenience, Loders Croklaan offers a line of colored and flavored shortenings. The FuseRite line was rolled out at the International Baking Industry Exposition in Las Vegas last October.
“FuseRite is creamy, consistent, easy to use and trans fat-free, making it the ideal palm shortening," says Maarten Goos, marketing manager. "Perhaps best of all, the FuseRite line will enhance an application’s color, flavor and texture.”
On the sweet side
The sweetening of baked goods generally involves sugar. However, for low-calorie products or those intended for diabetics, other sweeteners can be employed. As with other foods and beverages, the choices of sweeteners are much broader than they were just a few years ago.
Acesulfame potassium (ace-K) was commercialized in the mid-1980s and has been approved for use in beverages in the U.S. since 1988, and in other foods since 2003. It is roughly 200 times sweeter than sugar. Nutrinova, Irving, Texas, which markets the Sunett brand of ace-K in the U.S., says the sweetener has a well-balanced taste, high sweetness intensity and no lingering aftertaste.
A product that has been in U.S. since 1993 is aspartame, known to many coffee-drinkers as Nutrasweet (also the company name). While not the inventor of aspartame, Ajinomoto Co. Fort Lee, N.J., has become a leading supplier in the U.S. On its website, the company offers information about the technical benefits of using aspartame in low-calorie products. These include a unique sugar-like taste, no bitter after-taste, and good digestibility.
Stevia extract is a natural, plant-derived sweetener that has been in the U.S. market just since December 2008. While there are many suppliers, Cargill, one of the original petitioners, makes and markets a stevia brand called Truvia, which has applications in various segments including beverage and bakery – as well as being a consumer tabletop product.