Halo of Health

Once reserved only for the granola-loving crowd, whole-grain sweet goods captivate consumers with healthier choices.


Fifteen years ago, a consumer’s desire to find products made with whole grains placed them in the tree-hugging, granola-loving category. Today, the tide has changed, and health and wellness are buzzwords heard in every area of food manufacturing. Some attribute it to the baby boomers looking to remain healthy and continue active lifestyles, while others credit the increased awareness of whole grains to media outlets or the increasing incidence of food allergies and celiac disease. Whatever the cause, consumers and food service outlets are exploring whole-grain sweet goods options including brownies, coffee cake and muffins to name a few.

MARKETING GRAINS. Despite the prevalence of whole-grain options, there still exists consumer confusion about what constitutes a whole grain and how to consume 48 g every day. In response, the Whole Grains Council (WGC), Boston, MA, introduced the Whole Grain Stamp in 2005.

The stamp was enhanced in June 2006 to list the whole-grain content in grams. To qualify for the stamp, products must contain 8 g (one-half serving) or 16 g (one serving) of whole grains. According to WGC, 76% of products currently using the stamp contain one serving or more of whole grain.

Because of the expense involved with changing product packaging and marketing, many bakeries have adopted a wait-and-see attitude in terms of displaying the WGC stamps on their whole-grain products pending a ruling from the Food and Drug Administration and US Department of Agriculture.

In February, WGC, the Wheat Foods Council, Parker, CO, and the American Dietetic Association teamed up to produce a 2-page brochure called "Whole Grains Made Easy." The educational brochure, which appeared the Journal of the American Dietetic Association, was distributed to more than 65,000 dieticians. Designed to be distributed to dieticians and medical professionals to clients, the brochure highlights new studies showing that whole grains contain antioxidants, lower triglycerides, improve insulin control, assist in weight management and slow the buildup of arterial plaque.

MULTIPLE BENEFITS. While food service and retail whole-grain offerings are numerous, media efforts from USDA, WGC, ADA and WFC continue to increase awareness of the heart disease-, diabetes- and cancer-fighting qualities of whole grain. These campaigns along with public service announcements serve to educate consumers and frequently increase the demand for new product offerings.

"The Whole Grains Council is an excellent tool to raise national awareness and gather the power of whole-grain manufacturers under one umbrella, providing a mouthpiece to the media for all whole-grain producers," said Dennis Gilliam, executive vice-president of sales and marketing, Bob’s Red Mill, Portland, OR.

Bob’s Red Mill has been in the business of producing whole grains for 29 years. Recently, the company took stock of its packaging catchphrase "whole-grain food for every meal of the day" and noticed a lack in dessert offerings. In response, the company created four whole-grain cake mixes. The made-with-organic-ingredients cakes are available in Chocolate, Lemon Poppy Seed, Gingerbread and Spice Apple varieties. "People are most vulnerable when they are craving a snack and will settle on whatever is most convenient," said Mr. Gilliam. "I think people are becoming more health savvy, and it’s important to have a whole-grain and trans-fat-free sweet goods option." In addition to receiving consumer requests, Bob’s Red Mill also visits nutrition-based blogs and chat rooms to find out what consumers are looking for in whole-grain and gluten-free products.

Concord, ON-based fgf brands began to focus on whole-grain products two years ago after receiving increasing consumer requests. The company, which produces an all-natural 2.5-oz muffin made with whole grains, recently created a 5-fruit, whole-grain banana muffin for North American Starbucks stores. "We believe that a consumer who is eating a whole-grain, healthier product would also be interested in portion control," said Ojus Ajmera, vice-president of sales and marketing, fgf brands. "Our goal was to take the eating qualities of products people enjoy everyday and add whole-grain attributes to those products."

Ed Wagner, creator and president of Grateful Ed’s Roasted Buckwheat Buttermilk Pancake mix, attributes the growth in the popularity of whole-grain foods to increased health awareness and a sophisticated consumer with changing tastes. Mr. Wagner found the WGC and its stamps to be an excellent vehicle to educate buyers and consumers as well as a way to direct them to other whole-grain products featured on the WGC Web site. Citing the trend for consumers to be more educated about the foods they purchase and where they come from, Mr. Wagner said, "I see myself as a local ambassador for whole grains and nutrition." Because of demand for a wheat-free product, the Chagrin Falls, OH-based company will debut a gluten-free product in the spring.

CHALLENGING BELIEFS. Despite the onslaught of education and proliferation of whole-grain products, the mention of whole grains can still elicit a raised eyebrow or taste comparisons to cardboard, but for consumers challenged by food allergies or celiac disease, whole-grain alternatives can literally make a difference between life and death.

"The challenge is the belief still held by many people that a more nutritious whole-grain cookie or coffee cake will be heavy and have an unpleasant consistency," said Jill Robbins, president of Gak’s Snacks, Windham, NH. In response to her child’s own food allergies, Ms. Robbins created a variety of allergen-free sweet goods including a 100% whole-grain coffee cake that is organic, vegan and kosher.

The trans-fat-free coffee cake, available in apple and cranberry varieties, contains 24 g of whole grain per serving and was created as a safe food option for people with food allergies and other special dietary needs. "Food is typically associated with social times, and people with food allergies can feel left out when food they are allergic to is served," said Ms. Robbins. "I wanted to make a delicious option that could be mutually enjoyed by people with food allergies as well as those without food allergies."

In the future, Gak’s Snacks plans to create sweet goods made with corn, quinoa and amaranth flour instead of barley or oat flour to make its products more accessible to a wider range of people. These new products would cater to individuals with celiac disease who cannot tolerate traces of wheat found in oats.

As defined by The Mayo Clinic, celiac diseased is a digestive condition triggered by consumption of the protein gluten found in bread, pasta, cookies, pizza crust and other foods containing wheat, barley or rye. For celiac sufferers, an immune reaction occurs in the small intestine when gluten is consumed, resulting in damage to the surface of the small intestine and an inability to absorb certain nutrients from food.

An FDA proposal, detailed in the Jan. 23 issue of the Federal Register, would allow companies to voluntarily flag food without the specific wheat protein as "gluten free." A final decision will be published August 2008. The University of Maryland School of Medicine Center for Celiac Research estimates one in 133 people is considered to be gluten intolerant, and more than 1.5 million Americans are estimated to suffer from celiac disease.
According to Mr. Gilliam, "The whole-grain message has been internalized by a high number of shoppers, and it’s become fixed in people’s minds through the media as a way to fight disease and control weight."

HEALTH DISGUISED. We’ve all heard the saying that an apple a day keeps the doctor away, but comparing an apple to a muffin is not nearly as common. Since 2000, New York, NY-based Vitalicious has produced whole-wheat, better-for-you sweet goods. The company promotes the link between health and eating well, including a comparison of the company’s 2-oz muffin and muffin tops to an apple. According to the company, the VitaTop muffin tops and 2-oz muffin products contain less sugar and as much fiber as a medium-sized apple with the added benefit of whole grains and berries. "We don’t want anyone to replace eating apples but instead want to showcase that by picking products with healthy ingredients, people can enjoy baked products without consuming empty calories," said Aryeh Hecht, president and owner, Vitalicious. "Every calorie must have a purpose, and eating is simultaneously about nutrition for the body as well as pleasure." Believing that calorie balance is as important as exercise, the company also includes the minutes of exercise needed to "burn off" one 2-oz muffin or muffin top on the packaging of the better-for-you treats.

Available in AppleBerry, BlueBran, CranBran, MultiBran, Deep Chocolate, Banana Nut, Banana Fudge, Double Chocolate Dream and Fudgy Peanut Butter Chip varieties, the cholesterol-free, all-natural VitaTop muffin tops and 2-oz muffins contain 100 Cal, 4 to 5 g fiber and 15 vitamins and minerals. The company also offers a trans-fat-free, low-sugar, low-fat, 100-Cal Vitabrownie that contains 6 g of fiber and 4 g of protein. The larger 4-oz muffin doubles the fiber and calories of the 2-oz version. "All of our ingredients are carefully selected, because we want the taste to be the same as those remembered from childhood," he said. Created as a food promoting weight management, the company is receiving requests for VitaTop muffins from school campuses, where students are looking for healthier foods. In the future, the item will be available for vending. "Ultimately, we believe that the priority is whole-product nutrition, not just the inclusion of one healthy ingredient," said Mr. Hecht.

TASTY TIMETABLE. Whole-product nutrition that encompasses foods with fewer calories and whole grains is becoming increasingly important to US school districts and government-sponsored food service providers faced with pending timetables to provide healthier products to some of the nation’s most critical eaters.

Most schools have worked to meet the proposed whole-grain changes ahead of USDA mandating compliance. USDA, along with WGC, WFC and ADA, recommend consumption of 48 g of whole grains daily. "Although the guidelines exist and are important, the school districts don’t tout the whole-grain foods as healthy; taste is the primary consideration, otherwise, it goes in the trash," said Bob Lunde, national sales manager, Key Mix, Sykesville, MD.

Schools and vendors have replaced the outdated bread-equivalent concept with ounce equivalents, and many schools are aiming to provide students with 24 g of whole grain daily. The reality of matter is most students are currently eating only 4 to 10 g daily. This means schools, where taste is the major consideration for students’ acceptance of new foods, must work with bakers and vendors to find innovative ways to use, or disguise, whole grains. In working with school districts, Mr. Lunde uses ounce-equivalent information provided by WGC.
Key Mix responded to increasing requests from school districts for whole-grain items with sweet rolls, brownies, muffins, pound cakes and breakfast offerings such as waffles, pancakes and French toast. Key Mix’s products contain 8 to 16 g of whole grains per serving. The products are made with 100% hard white whole-wheat flour ground from the whole-wheat berry.

In addition to student taste preferences, many school districts also follow the 15:7:2 rule, which states a product may contain no more than 15 g sugar, 7 g of fat, 2 g of saturated fat and be low or free of trans fat. These restrictions require bakers to become more creative with flavors, including using a variety or chocolate, sugar and fruit for flavor combinations. Despite the need for nutritious baked foods and sweet goods, most schools increasingly receive outsourced, prepackaged and individually frozen servings, which mean schools are downsizing baking facilities to make room for more frozen storage.

"Schools are supplying more meals to students than ever before, especially economically disadvantaged students," said Mr. Lunde. "They are handing out backpacks filled with food for students to eat over the weekend with the stipulation that students bring back the emptied backpack Monday morning." Other schools offer market days, where students can prepurchase their favorite school-made foods for home consumption. "It comes out to everyone’s advantage, because parents can be assured that schools are giving the kids a healthy product, the kids like to eat the product and the orders can be done in advance and prepaid," said Mr. Lunde.

WHOLESOME ADVANTAGE. It remains to be seen just how far manufacturers will take whole-grain formulations, and the consumer can only benefit from the sky’s-the-limit creativity of small kitchens and large-scale corporate R&D facilities. Innovation typically answers consumer need, so watch for the whole-grain market to be shaped by savvy consumers and maybe a few formerly "picky" palates converted to the flavor profile of whole grains.