Puratos' proprietary research into consumer insights, Taste Tomorrow, showed that 80 percent of consumers are unfamiliar with PGE/PGME’s (aka emulsifiers) and therefore misunderstand what these ingredients are used for. It also shows us they associate chlorinated flour with the following potential health & environmental issues:
Some retailers have taken the initiative to eliminate bleached flour & emulsifiers from their acceptable ingredients lists. Knowing that bleached flour has been banned in Europe & China, Puratos anticipates US legislation will soon follow & is ready to offer products as such.