For Winston Samuels, food has always been an important part of everyday life. 

“I grew up on a farm where we used end products from the farm for our family and excess was sold and given to neighbors,” he explained. “As a young boy I was intrigued by the whole supply chain dynamics and the whole idea of farm to fork. Since I was very curious about this aspect, I set this as a priority to learn more about it and to get involved in developing a better understanding of how food was grown and how to get it to consumers.”

Samuels’ curiosity led him to earning a bachelor’s degree in animal and poultry science from Tuskegee University, followed by a PhD in nutrition and philosophy from Virginia Tech.

His professional career began at Monsanto as manager of technical phosphates. He next joined Balchem, where he served as vice president and general manager for its encapsulates division. In 2004, Samuels founded Maxx Performance, a supplier of microencapsulated ingredients for bakery, confectionery, meat, beverages and supplements. Today, he serves as the company’s chief executive officer and chief scientific officer.

Since its founding, Samuels has grown Maxx Performance into a trusted and innovative supplier, helping manufacturers overcome processing challenges. For example, Maxx Performance used its encapsulation technology to become the first company to stabilize a strict anaerobe — a beneficial bacteria that doesn’t require oxygen to survive — which Samuels cited as one of his proudest achievements. The company also helps manufacturers reduce salt and sugar content while maintaining product taste and functional attributes, a challenge Samuels noted is increasingly important amid growing demand for better-for-you foods and rising use of GLP-1 weight management drugs.

“The industry must find ways to convince consumers that the products they purchase are genuinely ‘good for you,’ “ Samuels said. “Reducing salt and sugar content can play a key role in achieving this perception and driving healthier consumer choices.”

Here, Samuels shares how microencapsulation can improve the nutritional profile and shelf life of bakery products.

What is microencapsulation? 

Microencapsulation is an advanced technology that involves coating individual particles, such as baking powder or fumaric acid, with a thin, protective layer, enabling controlled release of the active ingredients at specific temperatures or times. This process differs from traditional encapsulation methods by precisely enrobing each particle without leakage, enhancing the functional capabilities of raw ingredients.

In baked goods, microencapsulation offers several benefits, such as preventing premature release of leavening agents, improving volume and texture, and ensuring consistent performance during baking. For example, coated fumaric acid gradually lowers the pH, extending the shelf life of products like tortillas and bread while improving texture, machinability and reducing product defects. Additionally, its slow-release properties allow manufacturers to use fewer ingredients to achieve better results, maintaining optimal pH levels throughout the product’s shelf life and preventing mold growth. This technology enables the production of high-quality, longer lasting baked goods, regardless of environmental conditions.

How does microencapsulation extend product shelf life?

Microencapsulation allows bakers to achieve the same or enhanced functionality with fewer ingredients by precisely controlling the release of active components like vitamin C or salt. For example, slow-release vitamin C as a dough conditioner or salt ensures that the desired functionality is delivered efficiently without the need for overuse. Traditional practices often involve overdosing ingredients under the assumption that more is better, but microencapsulation preserves and shields the active ingredient, protecting it from its environment until the optimal time for release. This not only maintains the desired taste and texture but also enhances ingredient efficiency, reducing waste and improving overall product quality.

How does Maxx Performance tailor its encapsulation solutions to different products? 

Maxx Performance customizes its microencapsulation technology to address each customer’s unique processing challenges and product requirements. By collaborating closely with customers, we develop tailored solutions to meet specific goals.

For example, a customer aimed to create a clean label hamburger bun with a sodium reduction claim while extending shelf life. They had previously tried various acidulants and shelf life extenders, achieving a shelf life of only seven to 11 days. However, their target was a 17-day shelf life. By using Maxx Performance’s slow-release fumaric acid, the customer achieved a 21-day shelf life extension. Additionally, our slow-release sodium chloride maintained the same great taste, reduced salt content by 30% and improved the bun’s size and texture. This technology also delivered cost savings by preserving yeast activity, allowing the customer to use significantly less yeast without compromising product quality.

How does microencapsulation assist in preventing moisture pickup?

Microencapsulation effectively addresses moisture pickup (hygroscopicity) by shielding active ingredients like salt, sugar or other compounds with a food-grade coating. This protective layer prevents moisture migration, reducing the risk of issues such as gumming up production lines, increased water activity and mold growth. By maintaining the integrity of the ingredients, microencapsulation helps ensure smoother production processes and extends the shelf life of baked goods, enhancing overall product quality and consistency.

How do you address demands for reduced salt and sugar without compromising product quality? 

We use our technology to deliver the same taste and better quality with less salt and sugar. This is a core capability of ours. On the sugar side, we work with a major pastry shop to deliver a slow-release sugar that allows them to use less sugar, get better caramelization and maintain the same taste without “wetting out.”

What microencapsulation innovations is Maxx Performance working on? 

We’re using our technology to stabilize live organisms such as probiotics for inclusion in bakery products. We are already doing this in nutrient bars and smoothies, and ready-to-drink preparations.