Sourdough is gaining ground as a popular choice worldwide, with an increasing range of product offerings. While it might be a presence expected to belong in the bread and savory category because of its flavor profile, sourdough also drives product innovation in sweet bakery goods. As global consumers get more accustomed to the flavor of sourdough, it is gaining popularity and becoming an emerging trend in sweet baked goods as well. Here, the biggest challenge lies in “Finding the right balance between the acidity, the sour notes of the sourdough with the sweetness of the pastry and getting the right flavor combinations on fillings and decorations,” explained Joana Ventura, Category Marketing Manager Dry, Europe & AMEAP, Dawn Foods.