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Sara Lee owner Bimbo Bakeries USA committed to remove artificial preservatives, colors and flavors from five of its top brands before the end of 2028, the company said last week.

The plan includes removing artificial preservatives and emulsifiers in Artesano and Orowear breads and buns, and in all Rustik Oven products, by the end of 2027. By the end of 2028, Bimbo said it will phase out artificial preservatives and emulsifiers in Sara Lee, Oroweat special varieties, Little Bites and Thomas’ English muffins.

The bakery giant said it is the first company in the baked goods category to make this commitment across such a broad portfolio. The move also builds on holding company Grupo Bimbo’s plan of removinge artificial colors from its portfolio by the end of this year. In late June, Grupo Bimbo announced it would remove synthetic colors and the preservative TBHQ from popular children's snack Takis. 

The company said it is prioritizing bread in its reformulation efforts because of its use in consumers’ everyday nutrition. The move could also help reinvigorate Sara Lee and other traditional loaf brands that have seen sales slip in favor of clean-label and better-for-you options.

“Bread remains one of the most nutritious, affordable, and accessible staples in the American diet and that’s something we’re proud to stand behind,” Greg Koehrsen, president of Bimbo Bakeries USA, said in a statement. “These commitments are a demonstration of our ongoing investment in giving consumers simple, clean products that do not sacrifice taste, nutrition or value.”

Packaged breads typically use preservatives like calcium propionate or sorbic acid to stave off mold growth, and ingredients are also what makes breads considered ultraprocessed by certain definitions. By removing preservatives and emulsifiers, Bimbo could be positioning itself to stay ahead of any new regulations as the FDA and states consider their own definition of ultraprocessed foods. 

More than half of consumers see it as an imperative to make better-for-you food options, according to ADM. Often this isn’t as simple as removing an ingredient, and food makers need to change an entire recipe to meet the specifications.

“Bread remains one of the most nutritious, affordable, and accessible staples in the American diet and that’s something we’re proud to stand behind,” Bimbo Bakeries President Greg Koehrsen said in a statement. “These commitments are a demonstration of our ongoing investment in giving consumers simple, clean products that do not sacrifice taste, nutrition or value.”

The bakery industry has made progress in phasing out some ingredients scrutinized by consumers. The industry is committed to removing flour-bleaching agent and dough conditioner azodicarbonamide, sometimes called the yoga mat chemical, by the end of the year. The FDA is reviewing the chemical and its impact on public health.