Who wants stale or dry?

Consumers prefer soft, moist bread

Consumers expect a lot when it comes to the texture of packaged bread. “Soft,” “tender,” “delicate” – these are some of the claims of new brands. 

Surveys show that consumers value the sensory quality of moistness. Consumer panels that rated a particular bread high in “moistness” and “tenderness” also gave it a higher “like” score. And a top reason to throw bread out was “dryness.”

Among age categories, Millennials represent a particularly interesting opportunity for the baking industry. 

Quality is key, and this demographic refuses to compromise on health and taste. They love trying new bread and bakery creations — especially if they’re worthy of sharing on social media. In short, no matter how you try to reach this group, you need to bring high quality baked goods that stay fresher for longer. And for that, Millennials are willing to pay a significant premium.

Top trends in freshness

Fighting food waste

Every year, a staggering one-quarter to one-third of all food produced for human consumption goes to waste. And, when looking at totals by weight, bread often tops the list of food waste that could have been avoided.

In developed markets, as much as 25-27% of that total food waste occurs at the household level. Meanwhile, in emerging markets, only about 10-12% of food is thrown away once it has already reached the household. Here, a larger portion is lost during storage and transport.

Many Western governments are enacting policies to combat this growing issue. Unfortunately, in developing regions, expensive upgrades to the food distribution network may be necessary in addition. But biological solutions also exist that can extend bread’s freshness as well as enhance its appearance.

Learn more about the unique challenges facing developed markets as they strive to reduce food waste as well as those that face emerging markets.

View full size infographic.

Health-conscious consumers revive ancient wheats

As consumers become more health conscious, the baking industry has sharpened its focus on producing breads that don’t just taste good, but are also perceived as more healthy.

Now, many consumers are looking for that next level of healthy baked goods. That’s where bread made with ancient wheats, such as spelt or emmer, enter the picture. But while these breads may be the next big thing, they also tend to dry quickly, and can become hard and firm in a shorter period of time.

Learn how bread improvers can overcome the hurdles of ancient wheats here


How baking freshness enzymes work 

What causes bread to go stale, and how can enzymes slow that process down? Watch the 2-minute video to learn how enzymes can extend bread’s natural freshness and help reduce the amount of wasted bread.


Building trust in baking

With unparalleled product safety, quality and traceability, Novozymes is your trusted pathway to new opportunities and growth in the baking industry.

That quality is based on over 68 years of expertise in upscaling enzymes. We pride ourselves on the consistency of our high-quality products, which are all made with the help of renewable energy. And, our production strains are produced under strict, controlled processes that have full traceability.

From sustainability to your bottom line, we’ve got you covered. Let’s work together to meet your targets.

A complete range of solutions

In addition to freshness, Novozymes offers a wide range of enzyme solutions for bread, cakes, biscuits, crackers, pasta and steamed bread. 

Enzymes for dough strengthening  let you reduce emulsifiers, improve bread volume and lessen off-flavors. 

Enzymes for gluten strengthening  let you avoid dough stickiness and improve the gluten network.  

Enzymes for dough conditioning improve dough handling, bread volume, bloom and structure.

Enzymes for appealing appearance improve bread crustiness and crust color, particularly in par-baked products, speed up proofing and boost yeast performance.

Enzymes for flour correction give you consistent flour quality and baking performance, with a controlled falling number. 

Enzymes for acrylamide reduction let you comply with new regulations and market concerns regarding acrylamide in a wide range of baked or toasted products. 

The rising middle class

In emerging markets like China, India and those of the Middle East and Africa, a rising middle class with increased disposable income means consumer trends are changing.

Surveys show that these consumers are more inclined to purchase both traditional and Western baked goods. But while their buying behavior may be changing, their eating habits haven’t necessarily. That’s why, in many regions, breads still have to retain the freshness needed for bendability - both for folding and when being used as a carrier.

Additionally, on-the-go and healthier foods, as well as those that stay fresher, longer, could all be big opportunities for the baking industry.

View full size infographic.

Why bakers hate stale baked goods

Stale, dry bakery products are a problem for bakers. Stale-returns may account for as much as 10-15% of output. So staling has a significant financial impact. 

Baked goods that stay soft and moist during storage are less likely to be returned. This lets bakers reduce unwanted stale-returns and food waste. 

Freshness solutions give more operational flexibility. Because the products stay fresh longer, there’s more time for planning, production and distribution. 


Your solutions for freshness

Novozymes Novamyl® helps bread stay fresh longer. This easy-to-use, flexible enzyme maintains freshly-baked crumb elasticity and moistness throughout storage. Consumers give bread baked with Novamyl® higher scores when it comes to moistness and tenderness.


  • Soft, elastic bread throughout storage
  • Freshness and moistness in packaged bread
  • Easy to use – just add it in. No need for process changes
  • Fresher baked goods enable more operational flexibility – time is gained for more efficient planning, production and distribution


Learn more


Novozymes Sensea® offers a new delicious eating experience in packaged bread that consumers notice and appreciate. For manufacturers of flour tortillas, Novozymes Sensea® Wrap is an innovative tool for producing tortillas that stay soft and flexible throughout shelf life.


  • Sensea® is the only enzymatic solution on the market delivering new tender texture, moister mouthfeel and better melting in packaged bread from day one
  • Sensea Wrap® delivers best-in-class mechanical strength and less stickiness in flour tortillas, and simplifies production planning, distribution and logistics.


Learn more


Industrial muffins, pound and sponge cakes keep a freshly-baked quality longer with Novozymes OptiCake® Excel. This unique enzymatic product excels at slowing down the staling process in high-sugar cakes.


  • Keeps softness, moistness and texture throughout storage
  • Higher volume, better shape, better crumb
  • Easy formulation into flour, improvers and premixes


Learn more


Delicious for longer

How can enzymes help?

Today’s consumers demand more from packaged baked goods. Bread and tortillas need to not only be healthy, but also taste freshly baked. Cakes need to look attractive and taste delicious. And they all need to accomplish this in the most natural way possible. This presents a challenge to the baking industry.

The loss of fresh eating quality in these types of baked goods is caused by changes in the starch structure of the flour that start to occur immediately after baking. With the use of enzymes – selective alpha-amylases – this starch structure can be modified to prolong the freshness that consumers love. 

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