For bakeries, indulgence doesn’t have to be a dirty word

by Dan Malovany
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Just Desserts brownie bites
Just Desserts launched a line of organic and non-G.M.O.-certified grab-and-go items that include single-serve cupcakes, cakes and mini Bundts, all of which are Whole Foods compliant.

In an era of healthy mindsets and better-for-you options, indulgence doesn’t have to be a dirty word. When it comes to their decadent products, more bakeries are putting an emphasis on using wholesome ingredients rather than making “diet” versions of otherwise indulgent treats.

Consumers want authenticity in the foods they eat, and they define that as ingredients they recognize, that they can pronounce and that they could find in their own kitchens. A greater number of bakeries are going back to basics: eggs, milk and butter. All-butter pie crusts are more common now. Butter was previously not the fat of choice in the quest for making the flakiest pie crust, but shoppers are reading labels and voting with their dollars.

With the clean label and organic movements in full force, consumers seeking indulgence and decadence can still find what they’re looking for in retail chains like Whole Foods. For example, Just Desserts, San Francisco, launched a line of organic and non-G.M.O.-certified grab-and-go items that include single-serve cupcakes, cakes and mini Bundts, all of which are Whole Foods compliant.

As Baking & Snack observes in its July issue, indulgent desserts are finding growth today, and it’s at the intersection of mini, premium and clean label. 

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