Gary Bushkin09.01.06
Dateline: 1990. The keywords are "cardboard" and "ughh!"-descriptive terms to convey consumers' honest impressions of whole grain and fiber foods. Back then most Americans were, at best, vaguely familiar with the term whole grains, believing they were dry and tasteless, well, like cardboard. No more familiar with the term fiber, consumers maintained the notion that it was a thick, gooey, barely palatable drink powder for laxative effects, typically consumed by the elderly.
Move Over 1990! New millennium Americans are "down" with whole grains and fiber because of media inoculation, a plethora of products in numerous food, beverage and supplement categories on mass market shelves, and FDA approved health claims for heart and digestive health. A substantial improvement in organoleptic properties has enhanced the appearance, smell, taste, mouthfeel and aftertaste, and is pumping up consumer appeal and spending. Last, but certainly not least, current price points for whole grain foods in mass market rival those of conventional eats.
Since the publication of the new Dietary Guidelines in 2005, sales and production of whole grain and fiber products have continued to increase. In fact, the Whole Grains Council (WGC) claims sales of whole grain pasta jumped 20% last year, while sales of whole grain bread swelled 18%.
According to Packaged Facts, a division of MarketResearch.com, New York, NY, sales of bread products are expected to reach over $14 billion by 2010, resulting directly from budding attention to the nutritional value of whole grains. This shift in market behavior has perked up the mature U.S. bread market, presenting manufacturers with a fortuitous opportunity to recover from the beating they took when "low-carb" ruled the diet world. With the sales slide of the recent years now history, the bread market actually grew over 1% in 2005 to $13.7 billion. And revenues are expected to continue to rise. Just over the past year, 33 of 80 new bread product introductions contained whole wheat, and 2006 sales are anticipated to hit $13.8 billion.
"The fiber market in the U.S. alone was worth over $166 million in 2003, skyrocketing to $218 million in 2005," explained Jennifer Steinke, research analyst with Frost and Sullivan. The soluble fiber segment represented 8% of the market in 2003 vs.10% in 2005. Market growth for whole grains and fiber is attributable in great part to awareness of digestive and cardiovascular health benefits from consuming whole grains and fiber in breads, cereals, bars, beverages yogurt, candy and more.
This quantum paradigm shift in consumer acceptance and consumption begs the question-how did it happen?
In the end, it's all about time tested business techniques. Mega bucks doled out on great tasting products, understandable consumer education, targeted advertising and aggressive PR will ignite a media buzz more than likely to stir up consumers and march them to the shelves. Government approvals and endorsements trump the action.
It is essential that consumers understand what dietary fiber, fiber, soluble fiber and insoluble fiber actually mean.
Simply put, dietary fiber is fiber consumed in food products from the edible parts of plants. Fiber is the portion of plants that cannot be digested or absorbed by the human digestive tract and is classified as soluble or insoluble. Neither is a source of energy and are excreted from our bodies, yet both confer beneficial physiological effects.
Soluble fiber forms a gel in the digestive tract. It slows down the digestion of carbohydrates so that sugar is released and absorbed more slowly, improving glucose metabolism and helping people with adult-onset (type II) diabetes reduce their insulin requirements. Soluble fiber also delays transit time through the intestinal tract, thereby reducing the risk of heart disease by lowering total and LDL cholesterol.
Insoluble fiber does not gel and passes through our intestines intact. It retains water in the colon, speeding up bulk to promote bowel regularity. Insoluble fiber also speeds up removal of toxic wastes and maintains optimal pH (acidity), which maximizes digestive function and prevents colon cancer.
Fiber is a big plus for weight loss/maintenance since it requires more chewing and promotes hunger satisfaction by giving the stomach a greater sense of fullness.
"FDA is pursuing new initiatives to help consumers improve the choices they have for healthy and nutritious diets," according to FDA deputy commissioner Scott Gottlieb, MD. "We firmly believe that one of the best ways to encourage healthier eating habits is to help consumers get truthful, up-to-date, science-based information about food products so that they can make choices that are based on a better understanding of the health consequences of their diets."
Dr. Robert Brackett, director of FDA's Center for Food Safety and Applied Nutrition (CFSAN) believes "the food label is the best tool we have to help consumers choose a healthy diet, which includes whole grain products."
"Now that low-carb is out, good carbs are hot and functional breads with added nutritional benefits are becoming top sellers," noted Don Montuori, the publisher of Packaged Facts, which published its "Bread Products in the U.S." report in June. "Messaging, such as 'No Trans Fat,' 'Organic,' and 'Whole Grain,' as well as the introduction of high-end artisan breads and new blended flavors, are hitting home runs with consumers looking to feed their carb cravings with fare that is more upscale and nutritionally sound than everyday white bread."
But it is not only the marketing of these products that is catching the eyes and ears of consumers-education is key. The Whole Grain Stamp and approved fiber claims are perfect examples.
The psyllium health claim, which allows labels on certain foods containing soluble fiber from psyllium seed husk (PSH), reads, "The soluble fiber from psyllium seed husk in this product, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease." This amends the 1997 FDA regulation allowing a health claim on the association between soluble fiber from whole oats and a reduced risk of coronary heart disease. Now, foods carrying the claim must provide at least 1.7 grams of soluble fiber from PSH per reference amount of the product.
In May 2006, the FDA announced a rule allowing whole grain barley and dry milled barley foods that provide at least 0.75 grams of soluble fiber per serving to claim that they reduce the risk of coronary heart disease, which takes nearly 500,000 lives each year.
But actually getting consumers to understand what whole grains are can be tricky, confusing at best. However, when you combine the wisdom of the Whole Grains Council, the American Association of Cereal Chemists (AACC) and the FDA's recent definition you can arrive at a more simplified explanation.
Whole grains, or foods made from them, consist of the intact, ground, cracked or flaked fruit of the grains-all three essential parts of the grain seed: the bran, germ, starchy endosperm, and the naturally occurring rich balance of nutrients found in the entire grain seed in the same relative proportions as they exist in the intact grain seed. If the grain has been processed (e.g., cracked, crushed, rolled, extruded, and/or cooked), the food product should deliver approximately the same nutrients that are found in the original grain seed.
Such grains may include amaranth, barley, buckwheat, bulgur, corn, millet, rice, rye, oats, quinoa sorghum, teff, triticale, wheat and wild rice, while other widely used food products such as those derived from oilseeds (sunflower seeds, flax), legumes (soybeans), and roots (arrowroot) do not meet the "whole grain" definition.
Dr. Julie Miller Jones, professor of nutrition at the College of St. Catherines, St. Paul, MN, and chair of the Whole Grains Task Force at the AACC, believes the movement in the whole grains/fiber market continues to surge due to increased awareness. "It's grow because many new products have been introduced to support demand due to awareness of the importance of whole grains and fiber in the diet," she commented. "Fiber is essential for gut health-40% of people over 40 have diverticular disease and 80% of people over 80 have it too."
She continued to say that fiber and whole grains are vitally important, particularly because women are only getting 12-14 grams of fiber per day, while men are averaging 20-25 grams per day. This amounts to one-third and one-half of the daily requirements for women and men, respectively. And unfortunately, she said, some people never get any fiber at all.
The marketing challenge? Convert the "nevers" into "eaters."
Of the two concepts, whole grain and fiber, "the whole grain concept is being promoted more heavily," said Doug Healy, project manager with Health Focus International. "Where there's whole grain there's fiber, so consumers are getting '2 for 1' in whole grain products." Overall health, heart health and digestive health are the benefits.
"First time consumers of whole grain foods typically buy familiar big brand products because brand equity is built primarily on taste, and taste rules," Mr. Healy continued. Logically then, if a consumer enjoys a particular brand, they will likely first try the brand's whole grain product before an obscure brand, assuming it will taste good too.
The bottom line whole grain message according to Mr. Healy, "consumers can continue eating what they like, and get their whole grain too."
Currently fiber messaging is not heavily promoted, but Mr. Healy expects it will be in the future. "Messaging will include gastro defense, and most important, energy management-keeping blood sugar levels steady to avoid sugar crashes. High fiber helps consumers get through the day by managing their energy levels," he concluded.
Dietary fiber is gaining steam in the functional foods arena. Ready-to-drink (RTD) beverages formulated with totally soluble, clear, tasteless fibers are enhancing the nutritional value of beverages, while simultaneously improving taste profiles. Similarly, fiber is easily incorporated into snack and meal replacement bars without negative taste impact. Baked goods are also readily adapting fiber into their recipes-some of the latest examples include Kraft's Nabisco's Chips Ahoy 100% Whole Grain cookies and Kellogg's Bran Buds.
Tom Vierhile, director of Datamonitor's Productscan Online, believes the whole grain market is expanding its product offerings in an innovative way. "Gerber recently introduced Organic Whole Grain Cereal for babies, and Uncle Wally's has launched its Uncle Wally's Smart Portion whole grain, low calorie muffin. In addition, SunSweet has kicked off SunSweet PlumStart juices with extra fiber, while Boticelli has placed Milk Chocolate Cookies Bits candy bars on the shelves."
Wrapping up, Mr. Vierhilesaid, "Growth in the market has a lot to do with making it enjoyable to consume whole grain and fiber products."
Whole grains are a nutritional bonanza for the diet, an overdue shot in the arm for many people who, according to USDA researchers, have established that whole grains are significantly under consumed in the typical American's diet. A Tufts University Health and Nutrition Letter confirms this news by estimating that 40% of Americans eat no whole grains at all.
Whole grains deliver a wealth of vitamins, minerals, antioxidants, omega 3 and 6 fatty acids, fiber and phytonutrients. While this multi-therapeutic array is valuable for virtually every aspect of health, whole grains are notably beneficial for maintaining vital markers of cardiovascular health like blood pressure, cholesterol levels, homocysteine levels and inflammation, while preventing heart disease and stroke.
Because whole grains are excellent sources of fiber, they actively promote proper digestive activity and health. Antioxidant phytochemicals in whole grains have been indicated for preventing cancer. Whole grains also slow the metabolism of carbohydrates, which is excellent for preventing the onset of diabetes and Metabolic Syndrome. Some experts believe obesity, especially childhood obesity, a growing epidemic, can be controlled and curtailed simply by increasing whole grain consumption.
Whole grain does not necessarily equal high fiber, but it certainly translates into more fiber. As the content of whole grain in a food product increases, so does its fiber content. Each different type of whole grain contains a varying amount of fiber per serving and requires a varying number of servings to meetthe recommended dietary guidelines.
In 1999, FDA authorized a health claim for whole grain foods.
"Diets rich in whole grain foods and other plant foods, and low in saturated fat and cholesterol, may help reduce the risk of heart disease."
In 2003, a second related claim, with different requirements for fat content, was approved with some limitations, and cannot be used on all whole grain foods, even if they are 100% whole grain. Foods must contain at least 51% whole grain by total weight of ingredients, and must also contain 11% or more fiber.
They're out there. Hot cereals from Bob's Red Mill, cold cereals from Kashi, breads from Rubschlager, pretzels from Snyder's of Hanover, brown rice from Riviana, and soup mixes from Frontier Soups are just a few of the choices.
Now, Whole Grain Stamps offer shoppers a simple, quick way to zero in whole grain foods. The Whole Grain Stamp was launched in January 2005. Original Phase I Stamps carried the words "Good Source" for products with a half-serving-8-15 grams of whole grain content, and "Excellent Source" for products with ALL of the grain being whole grain-16 grams or more of whole grain content.
A year-and-a-half later, Phase II was launched with stamps stating the whole grain content of products by weight, such as "27 grams or more per serving," and text directly below the stamp reading "Eat 48 grams or More of Whole Grains Daily." Products must contain at least 8 grams (half a Pyramid serving) of whole grains to use the stamp. Stamps on products with at least 16 grams (a full Pyramid serving) of whole grains may also add "100%" if all the grain in the product is whole grain.
Possibly the most amazing conceptual shift in food product formulation was the introduction of 100% whole grain white bread by Wonder Bread, the nation's No.1 bread brand, and Sarah Lee's Soft & Smooth with Whole Grain White Bread. How did they do it? Wonder Bread 100% whole wheat loaf is formulated with an albino wheat variety that doesn't have the dark coloration or harsh taste of whole red wheat flour and delivers three times the fiber of traditional Wonder Bread.
In developing its new bread, Sara Lee chose a flour blend that uses 70% enriched flour and 30% whole grain flour. The company says its new product tastes like white bread but delivers the whole grain nutrition of brown bread.
But re-formulating a product to fit the "whole grain" mold is not that easy. In fact, a closer look reveals what can really happen. When food giant Kraft decided to add more whole grains to its Alpha-Bits cereal, a whole raft of issues took over.
By increasing the whole grain content, the cereal became bulkier, the letters illegible and fragile because there was no sugar coating to bind them. A dining reporter, after sampling the cereal, said it tasted like wet cardboard, rapidly became soggy, and had a chemical aftertaste. Well, back to the drawing board.NW
Move Over 1990! New millennium Americans are "down" with whole grains and fiber because of media inoculation, a plethora of products in numerous food, beverage and supplement categories on mass market shelves, and FDA approved health claims for heart and digestive health. A substantial improvement in organoleptic properties has enhanced the appearance, smell, taste, mouthfeel and aftertaste, and is pumping up consumer appeal and spending. Last, but certainly not least, current price points for whole grain foods in mass market rival those of conventional eats.
Market Quickview
Since the publication of the new Dietary Guidelines in 2005, sales and production of whole grain and fiber products have continued to increase. In fact, the Whole Grains Council (WGC) claims sales of whole grain pasta jumped 20% last year, while sales of whole grain bread swelled 18%.
According to Packaged Facts, a division of MarketResearch.com, New York, NY, sales of bread products are expected to reach over $14 billion by 2010, resulting directly from budding attention to the nutritional value of whole grains. This shift in market behavior has perked up the mature U.S. bread market, presenting manufacturers with a fortuitous opportunity to recover from the beating they took when "low-carb" ruled the diet world. With the sales slide of the recent years now history, the bread market actually grew over 1% in 2005 to $13.7 billion. And revenues are expected to continue to rise. Just over the past year, 33 of 80 new bread product introductions contained whole wheat, and 2006 sales are anticipated to hit $13.8 billion.
"The fiber market in the U.S. alone was worth over $166 million in 2003, skyrocketing to $218 million in 2005," explained Jennifer Steinke, research analyst with Frost and Sullivan. The soluble fiber segment represented 8% of the market in 2003 vs.10% in 2005. Market growth for whole grains and fiber is attributable in great part to awareness of digestive and cardiovascular health benefits from consuming whole grains and fiber in breads, cereals, bars, beverages yogurt, candy and more.
This quantum paradigm shift in consumer acceptance and consumption begs the question-how did it happen?
In the end, it's all about time tested business techniques. Mega bucks doled out on great tasting products, understandable consumer education, targeted advertising and aggressive PR will ignite a media buzz more than likely to stir up consumers and march them to the shelves. Government approvals and endorsements trump the action.
Fast Fiber Facts
It is essential that consumers understand what dietary fiber, fiber, soluble fiber and insoluble fiber actually mean.
Simply put, dietary fiber is fiber consumed in food products from the edible parts of plants. Fiber is the portion of plants that cannot be digested or absorbed by the human digestive tract and is classified as soluble or insoluble. Neither is a source of energy and are excreted from our bodies, yet both confer beneficial physiological effects.
Soluble fiber forms a gel in the digestive tract. It slows down the digestion of carbohydrates so that sugar is released and absorbed more slowly, improving glucose metabolism and helping people with adult-onset (type II) diabetes reduce their insulin requirements. Soluble fiber also delays transit time through the intestinal tract, thereby reducing the risk of heart disease by lowering total and LDL cholesterol.
Insoluble fiber does not gel and passes through our intestines intact. It retains water in the colon, speeding up bulk to promote bowel regularity. Insoluble fiber also speeds up removal of toxic wastes and maintains optimal pH (acidity), which maximizes digestive function and prevents colon cancer.
Fiber is a big plus for weight loss/maintenance since it requires more chewing and promotes hunger satisfaction by giving the stomach a greater sense of fullness.
Low-Carb is Out, Whole Grains/Fiber are In
"FDA is pursuing new initiatives to help consumers improve the choices they have for healthy and nutritious diets," according to FDA deputy commissioner Scott Gottlieb, MD. "We firmly believe that one of the best ways to encourage healthier eating habits is to help consumers get truthful, up-to-date, science-based information about food products so that they can make choices that are based on a better understanding of the health consequences of their diets."
Dr. Robert Brackett, director of FDA's Center for Food Safety and Applied Nutrition (CFSAN) believes "the food label is the best tool we have to help consumers choose a healthy diet, which includes whole grain products."
"Now that low-carb is out, good carbs are hot and functional breads with added nutritional benefits are becoming top sellers," noted Don Montuori, the publisher of Packaged Facts, which published its "Bread Products in the U.S." report in June. "Messaging, such as 'No Trans Fat,' 'Organic,' and 'Whole Grain,' as well as the introduction of high-end artisan breads and new blended flavors, are hitting home runs with consumers looking to feed their carb cravings with fare that is more upscale and nutritionally sound than everyday white bread."
But it is not only the marketing of these products that is catching the eyes and ears of consumers-education is key. The Whole Grain Stamp and approved fiber claims are perfect examples.
The psyllium health claim, which allows labels on certain foods containing soluble fiber from psyllium seed husk (PSH), reads, "The soluble fiber from psyllium seed husk in this product, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease." This amends the 1997 FDA regulation allowing a health claim on the association between soluble fiber from whole oats and a reduced risk of coronary heart disease. Now, foods carrying the claim must provide at least 1.7 grams of soluble fiber from PSH per reference amount of the product.
In May 2006, the FDA announced a rule allowing whole grain barley and dry milled barley foods that provide at least 0.75 grams of soluble fiber per serving to claim that they reduce the risk of coronary heart disease, which takes nearly 500,000 lives each year.
But actually getting consumers to understand what whole grains are can be tricky, confusing at best. However, when you combine the wisdom of the Whole Grains Council, the American Association of Cereal Chemists (AACC) and the FDA's recent definition you can arrive at a more simplified explanation.
Whole grains, or foods made from them, consist of the intact, ground, cracked or flaked fruit of the grains-all three essential parts of the grain seed: the bran, germ, starchy endosperm, and the naturally occurring rich balance of nutrients found in the entire grain seed in the same relative proportions as they exist in the intact grain seed. If the grain has been processed (e.g., cracked, crushed, rolled, extruded, and/or cooked), the food product should deliver approximately the same nutrients that are found in the original grain seed.
Such grains may include amaranth, barley, buckwheat, bulgur, corn, millet, rice, rye, oats, quinoa sorghum, teff, triticale, wheat and wild rice, while other widely used food products such as those derived from oilseeds (sunflower seeds, flax), legumes (soybeans), and roots (arrowroot) do not meet the "whole grain" definition.
Whole Grains/Fiber Market Growth & Messaging
Dr. Julie Miller Jones, professor of nutrition at the College of St. Catherines, St. Paul, MN, and chair of the Whole Grains Task Force at the AACC, believes the movement in the whole grains/fiber market continues to surge due to increased awareness. "It's grow because many new products have been introduced to support demand due to awareness of the importance of whole grains and fiber in the diet," she commented. "Fiber is essential for gut health-40% of people over 40 have diverticular disease and 80% of people over 80 have it too."
She continued to say that fiber and whole grains are vitally important, particularly because women are only getting 12-14 grams of fiber per day, while men are averaging 20-25 grams per day. This amounts to one-third and one-half of the daily requirements for women and men, respectively. And unfortunately, she said, some people never get any fiber at all.
The marketing challenge? Convert the "nevers" into "eaters."
Of the two concepts, whole grain and fiber, "the whole grain concept is being promoted more heavily," said Doug Healy, project manager with Health Focus International. "Where there's whole grain there's fiber, so consumers are getting '2 for 1' in whole grain products." Overall health, heart health and digestive health are the benefits.
"First time consumers of whole grain foods typically buy familiar big brand products because brand equity is built primarily on taste, and taste rules," Mr. Healy continued. Logically then, if a consumer enjoys a particular brand, they will likely first try the brand's whole grain product before an obscure brand, assuming it will taste good too.
The bottom line whole grain message according to Mr. Healy, "consumers can continue eating what they like, and get their whole grain too."
Currently fiber messaging is not heavily promoted, but Mr. Healy expects it will be in the future. "Messaging will include gastro defense, and most important, energy management-keeping blood sugar levels steady to avoid sugar crashes. High fiber helps consumers get through the day by managing their energy levels," he concluded.
Dietary Fiber and Whole Grains Wear New Hats
Dietary fiber is gaining steam in the functional foods arena. Ready-to-drink (RTD) beverages formulated with totally soluble, clear, tasteless fibers are enhancing the nutritional value of beverages, while simultaneously improving taste profiles. Similarly, fiber is easily incorporated into snack and meal replacement bars without negative taste impact. Baked goods are also readily adapting fiber into their recipes-some of the latest examples include Kraft's Nabisco's Chips Ahoy 100% Whole Grain cookies and Kellogg's Bran Buds.
Tom Vierhile, director of Datamonitor's Productscan Online, believes the whole grain market is expanding its product offerings in an innovative way. "Gerber recently introduced Organic Whole Grain Cereal for babies, and Uncle Wally's has launched its Uncle Wally's Smart Portion whole grain, low calorie muffin. In addition, SunSweet has kicked off SunSweet PlumStart juices with extra fiber, while Boticelli has placed Milk Chocolate Cookies Bits candy bars on the shelves."
Wrapping up, Mr. Vierhilesaid, "Growth in the market has a lot to do with making it enjoyable to consume whole grain and fiber products."
Fast Whole Grain Facts
Whole grains are a nutritional bonanza for the diet, an overdue shot in the arm for many people who, according to USDA researchers, have established that whole grains are significantly under consumed in the typical American's diet. A Tufts University Health and Nutrition Letter confirms this news by estimating that 40% of Americans eat no whole grains at all.
Whole grains deliver a wealth of vitamins, minerals, antioxidants, omega 3 and 6 fatty acids, fiber and phytonutrients. While this multi-therapeutic array is valuable for virtually every aspect of health, whole grains are notably beneficial for maintaining vital markers of cardiovascular health like blood pressure, cholesterol levels, homocysteine levels and inflammation, while preventing heart disease and stroke.
Because whole grains are excellent sources of fiber, they actively promote proper digestive activity and health. Antioxidant phytochemicals in whole grains have been indicated for preventing cancer. Whole grains also slow the metabolism of carbohydrates, which is excellent for preventing the onset of diabetes and Metabolic Syndrome. Some experts believe obesity, especially childhood obesity, a growing epidemic, can be controlled and curtailed simply by increasing whole grain consumption.
Whole grain does not necessarily equal high fiber, but it certainly translates into more fiber. As the content of whole grain in a food product increases, so does its fiber content. Each different type of whole grain contains a varying amount of fiber per serving and requires a varying number of servings to meetthe recommended dietary guidelines.
In 1999, FDA authorized a health claim for whole grain foods.
"Diets rich in whole grain foods and other plant foods, and low in saturated fat and cholesterol, may help reduce the risk of heart disease."
In 2003, a second related claim, with different requirements for fat content, was approved with some limitations, and cannot be used on all whole grain foods, even if they are 100% whole grain. Foods must contain at least 51% whole grain by total weight of ingredients, and must also contain 11% or more fiber.
The Whole Grain Stamp Drives Consumer Purchasing
They're out there. Hot cereals from Bob's Red Mill, cold cereals from Kashi, breads from Rubschlager, pretzels from Snyder's of Hanover, brown rice from Riviana, and soup mixes from Frontier Soups are just a few of the choices.
Now, Whole Grain Stamps offer shoppers a simple, quick way to zero in whole grain foods. The Whole Grain Stamp was launched in January 2005. Original Phase I Stamps carried the words "Good Source" for products with a half-serving-8-15 grams of whole grain content, and "Excellent Source" for products with ALL of the grain being whole grain-16 grams or more of whole grain content.
A year-and-a-half later, Phase II was launched with stamps stating the whole grain content of products by weight, such as "27 grams or more per serving," and text directly below the stamp reading "Eat 48 grams or More of Whole Grains Daily." Products must contain at least 8 grams (half a Pyramid serving) of whole grains to use the stamp. Stamps on products with at least 16 grams (a full Pyramid serving) of whole grains may also add "100%" if all the grain in the product is whole grain.
Whole Grain White Bread: The Wonder of it All
Possibly the most amazing conceptual shift in food product formulation was the introduction of 100% whole grain white bread by Wonder Bread, the nation's No.1 bread brand, and Sarah Lee's Soft & Smooth with Whole Grain White Bread. How did they do it? Wonder Bread 100% whole wheat loaf is formulated with an albino wheat variety that doesn't have the dark coloration or harsh taste of whole red wheat flour and delivers three times the fiber of traditional Wonder Bread.
In developing its new bread, Sara Lee chose a flour blend that uses 70% enriched flour and 30% whole grain flour. The company says its new product tastes like white bread but delivers the whole grain nutrition of brown bread.
But re-formulating a product to fit the "whole grain" mold is not that easy. In fact, a closer look reveals what can really happen. When food giant Kraft decided to add more whole grains to its Alpha-Bits cereal, a whole raft of issues took over.
By increasing the whole grain content, the cereal became bulkier, the letters illegible and fragile because there was no sugar coating to bind them. A dining reporter, after sampling the cereal, said it tasted like wet cardboard, rapidly became soggy, and had a chemical aftertaste. Well, back to the drawing board.NW
