Prepared Foods - September 2008 - (Page NS7)

Claiming the Way to Whole Grains Brown rice, a 100% whole-grain food, can now bear the whole-grain health claim: “Diets rich in whole-grain foods and other plant foods and low in total fat, saturated fat and cholesterol may reduce the risk of heart disease and some cancers.” For the first time, FDA states that all single-ingredient, whole-grain foods qualify for the claim, regardless of whether they meet the requirement for a minimum level of dietary fiber, as long as they meet the other general health claim requirements. Questions had also been raised over sprouted grains and whole-grain claims. The USDA Food Safety & Inspection Service (FSIS), during routine pre-approval of amenable meat and poultry products, had preliminarily ruled that, because sprouted grains are more akin to vegetables, whole-grains claims could not be made on them. The WGC partnered with American Association of Cereal Chemists (AACC) International’s Whole Grains Task Force, who crafted (with AACC International Board approval) the statement: “Malted or sprouted grains containing all of the original bran, germ and endosperm shall be considered whole grains, as long as sprout growth does not exceed kernel length and nutrient values have not diminished. These grains should be labeled as malted or sprouted whole grain.” The WGC reported AACC International’s data-supported position to USDA-FSIS officials, and FSIS revised its ruling, now allowing sprouted grains that comply with AACC International’s definition to be whole grains with adjustment for dry weight independent of additional excess water from the sprouting process. Inflammation, an underlying factor in chronic disease conditions, is also affected by whole grains. C-reactive protein (CRP) is a known marker for inflammation, increasingly accepted as a valid predictor of type 2 diabetes and cardiovascular disease. The Medical University of South Carolina discovered that a high-fiber diet can cut CRP levels up to 40%.9 Whole Grains Held in High Regard The WCG reports that repeated surveys indicate consumers have a very positive attitude toward whole grains; increasingly seek them out; and recent studies document that taste may no longer be a barrier to their enjoyment and consumption. An April 2008 “Whole Grain Consumer Awareness Telephone Survey,” conducted by Opinion Research Corporation, revealed that nearly 90% of Americans know whole grains should be part of a healthy diet. Lynn Dornblaser, director of consulting for Custom Solutions at Mintel International, presented June 2007 online survey data findings that showed those aged 18+ are eating more whole-grain bread than last year. Among the 999 adults interviewed: ■ 92% said they are buying more because it is healthier than most other breads. ■ 78% switched to whole-grain bread from another kind of bread. ■ 77% are buying more because there are more whole-grain bread choices. Among 1,780 consumers aged 18 and older who have eaten cold/hot breakfast cereal in the past three months, 66% rated whole grains as an important attribute for cereal; 58% rated fiber content as such. Only taste and price came in higher, at 94% and 72%, respectively. Presenting International Food Information Council findings about “How Food Decisions are Made,” Shelley Goldberg, MPH, RD, director, Nutrition Communications, announced that whole grains ranked fourth and fiber fifth among the 10 functional foods named by consumers when asked, “What is the (first/second/third) food or food component that comes to mind that is thought to have health benefits beyond basic nutrition?” Compared to a similar survey two years earlier, awareness of whole grains grew 25% between 2005-2007. Some 61% said they were trying to eat lessrefined carbohydrates; 71% said they were trying to eat more whole grains. www.PreparedFoods.com • SEPTEMBER 2008 http://www.activin.com http://www.activin.com http://www.PreparedFoods.com

Table of Contents Feed for the Digital Edition of Prepared Foods - September 2008

Prepared Foods - September 2008 Contents Hitting the Shelves Talk Soup Why Kids Choose the Foods They Do MarketWatch Regulations Oaxaca: Land of the Seven Moles Flavor Secrets: A Touch of Garlic On the National Menu Emerging Healthy Ingredients: Staples to Stars Formulating for Texture and Viscosity R&D Applications Seminar: Tropical Fruits and Flavor Considerations R&D Applications: The Fifth Taste R&D Applications: Fiber Byproduct Adds Value Abstracts IFT Profile Fast-tracking with Fiber-ful Grains R&D Applications: Domestic New Superfruit NutraNews

Prepared Foods - September 2008

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