In the clean‑label trend, many brands list “Fermented Wheat Flour”, but this term often refers to cultured wheat flour—a natural preservative, not a sourdough-style fermentation ingredient.
•Cultured wheat flour is made by fermenting wheat flour with Propionibacterium freudenreichii, then drying it. It serves to inhibit mold and bacteria—without altering flavor, color, or texture—and replaces synthetic preservatives like calcium propionate .
•In contrast, sourdough is fermented by wild yeast and lactic acid bacteria to build flavor, acidity, and texture .
•Consumers seeing “Fermented Wheat Flour” on labels may presume it’s sourdough-related, expecting artisanal qualities, when it’s actually included for shelf-life extension.
Key concerns:
1.Ambiguous terminology makes a preservative look like a flavor component.
2.Lack of context leaves consumers unsure whether it’s for taste or preservation.
3.Misalignment with expectations can cause disappointment or confusion.
Clear labeling matters: brands should label it as “cultured wheat flour (natural preservative)” or explicitly state “for shelf-life, not sourdough flavor.” Transparency builds trust.