Groundswell Of Consumer Concern Convinces Bakers To Stop Adding ADA To Bread

The chemical known as azodicarbonamide (ADA) has been added to bread for many years to help keep the flour white, the dough stronger, and the bread softer and fuller. The substance is approved by the FDA; its constituent amount in bread is strictly regulated. But negative public opinion arose in April when it was publicized that ADA was used in the manufacture of yoga mats. Subway, targeted in a social media campaign, was the first store affected by the publicity. It has decided to stop using ADA to make its loaves. Though no food safety danger has been reported, the trend has spread to other bakers, including Pioneer Foods, Famous Brands, and the in-house bakeries of Pick n Pay and other retail chain grocers.