# Clean-Label Baked Goods Bake'n Joy's 'Kitchen Cupboard' Does Away with Undesirable Ingredients By Laura McQuarrie | Published 2018-02-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/kitchen-cupboard References: [twitter](https://twitter.com/BakeNJoyFoods/status/906220210700652544) & [bakenjoy](https://www.bakenjoy.com/fsd/) Consumers are now more conscious of what they eat than ever, which led to the creation of Kitchen Cupboard—an all-new clean-label line of natural baked goods from Bake'n Joy. The baked goods from Kitchen Cupboard, which range from frozen ready-to-make muffins to batter and dough are free from bleached flour, artificial ingredients, high fructose corn syrup, trans fats and more. In the same way that one might whip up a simple batch of baked goods at home, this baked goods line caters to consumers who are looking for easy, [better-for-you options](https://www.trendhunter.com/trends/new-york-bakery-breads) by opting to use only recognizable ingredients. Now that the clean-label line has been introduced at Expo West, the wholesome baked goods are set to be sold through in-store bakeries, the food service industry and quick-service retail chains. Image Credit: Twitter ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 5% | Activity: 11% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Clean-label Baked Goods:** Consumers' demand for healthier and clean-label options is driving innovation in the baked goods industry. - **Natural Ingredients:** The increasing popularity of natural ingredients in baked goods offers an opportunity to cater to health-conscious consumers. - **Ready-to-make Products:** Convenient, ready-to-make baked goods are becoming more in demand as consumers look for easy, better-for-you options. ### Who This Affects Most - **Bakery Industry:** The bakery industry can benefit from the demand for clean-label and natural baking ingredients to cater to the ever-growing health-conscious market. - **Food Service Industry:** The growing trend of natural and clean-label baked goods offers new opportunities for food service establishments to differentiate their offerings and cater to health-conscious consumers. - **Retail Industry:** Retailers can capitalize on the demand for convenient, ready-to-make and better-for-you baked goods by developing and offering their own product lines targeted towards health-conscious consumers. ## Related on Trend Hunter - [Festive Clean-Label Cookie Mixes](https://www.trendhunter.com/trends/by-better-batch-holiday-cookie-collection.md) - [Clean Baked Goods Lines](https://www.trendhunter.com/trends/lexington-bakes1.md) - [Vanilla-Flavored Baking Blends](https://www.trendhunter.com/trends/simple-mills-1.md) - [Radically Transparent Treats](https://www.trendhunter.com/trends/lexington-bakes-radical-ingredient-transparency.md) - [Clean-Ingredient Cookie Doughs](https://www.trendhunter.com/trends/doughy.md) - [Natural Baking Mixes](https://www.trendhunter.com/trends/krusteaz-baking-mix.md) - [Clean Cocoa Powders](https://www.trendhunter.com/trends/barry-callebaut.md) - [Artisan-Inspired Bakery Products](https://www.trendhunter.com/trends/deli-kitchen-bakery-products.md) - [Hydrated Baking Emulsifiers](https://www.trendhunter.com/trends/simply-kake.md)