I know that the industry commonly uses malt extract, sugar beet syrup, caramel syrup, or roasted malt
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I'll try and track some down - thanks
I put malt extract in my porridge, it adds a lovely colour and flavour, I'd never thought of using it in bread!
I don’t know about baking, but homebrew stores carry roasted malts that give a similar dark color to porters and stouts.
My understanding is that it's usually a matter of malt.
My old boss (chef) used to make these dark malt buns that were beyond delicious. People would snatch them up like there was no tomorrow.
It might be that the bakers of the really dark stuff are using a caramel colouring, I have seen a couple of recipes that use it: https://artisanbreadinfive.com/2008/10/26/pumpernickel-bread-how-to-make-your-own-caramel-coloring/
I could imagine it might be popular with commercial/artisnal breadmakers as people think darker breads are healthier breads.