Whole-Grain Products Soar


The US food packagers are getting the whole-grains religion. The market-research organization Mintel predicts that 2010 will wind up being the biggest year ever for whole-grain product launches. Through the third quarter, new products with whole- grain label claims already totaled 651. The Mintel report credited the Whole Grains Councils stamp labeling program as a driving force in con- sumer awareness of whole-grain health benefts: Since the introduction of the Whole Grain Stamp in 2005, more than 3,700 new whole-grain food products have been introduced. The percentage of new products carrying a whole-grain label claim has jumped from 2.3% in 2005 to 5.6% in 2010. The trend is even stronger among foods boasting that theyre all- natural, with nearly one in fve also touting whole grains. (See our complete guide to cooking and using whole grains in this issues Special Supplement.) Whole Grains Council, <whole- grainscouncil.org>


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