Let’s talk flour! It’s a staple ingredient, but the world of flour is evolving, and operators — especially bakeries and pizzerias — need your guidance to stay ahead.

This isn’t just about ingredients; it’s about product performance, quality, and what today’s consumers are asking for.

Bleached vs. Unbleached: More Than Just Color

For years, bleached flour has been a kitchen mainstay. Why? It’s chemically treated (usually with benzoyl peroxide or chlorine) to brighten and lower the pH, creating a bright white color and fine texture. This makes it perfect for cakes and pastries where a delicate crumb is desired. Unbleached flour, on the other hand, is naturally aged to achieve a lighter color. It has a slightly denser texture and a creamy, off-white hue.

Why this matters: Customer preference is shifting. More operators are responding to demand for “clean label” products — meaning fewer additives and more natural processes. Offering unbleached flour aligns with this trend and allows operators to promote a more natural, artisan approach.

Bromated vs. Unbromated: A Change is Baking

Bromated flour contains potassium bromate, an oxidizing agent that strengthens dough, improves elasticity, and provides consistent oven spring. Historically, pizzerias loved it because it made dough more forgiving and easier to handle.

Unbromated flour skips the potassium bromate and instead relies on natural maturation to strengthen the gluten. This might require a slightly longer mix time, but once the process is dialed in, the results can be just as excellent.

Why this matters:

• Marketing Advantage:
  “Unbleached & unbromated” is a powerful message. It highlights a commitment to natural ingredients and artisan quality — a major selling point for bakeries and pizza shops looking to appeal to today’s consumers.

• Product Quality:
  When handled correctly, unbromated flour delivers the same delicious flavor, perfect crust color, and satisfying texture as its bromated counterpart.

• Operational Impact:
  Switching may require some small process adjustments. Operators may need to train staff on proper dough-handling techniques to maintain consistency. This is where you come in! Offer resources, connect them with expert bakers, and position yourself as a valuable partner in their success.

The Bottom Line

The move toward unbleached and unbromated flour supports clean-label marketing and allows operators to showcase artisan craftsmanship. The key is adapting dough management techniques to achieve the same strength and consistency that bromated flour once provided automatically.

Your action items:

• Educate Yourself:
  Become an expert on the nuances of unbleached and unbromated flour.

• Start the Conversation:
  Talk to your bakery and pizzeria operators about the performance and branding benefits of making a change.

• Offer Solutions:
  Provide resources, training materials, and connections to help them make the transition smoothly.

By understanding these trends and proactively guiding operators, you'll not only boost sales but also solidify your position as a trusted advisor in the ever-evolving world of foodservice.

*Content provided in partnership with General Mills.