©2005 general mills more than fiber. ©2005 general mills the whole grain story 1.whole grain...

©2005 General Mills

More Than Fiber More Than Fiber


The Whole Grain StoryThe Whole Grain Story

1. Whole grain components

2. Health benefits of whole grain

3. Practical tips

1. Whole grain components

2. Health benefits of whole grain

3. Practical tips


What is a Whole Grain?What is a Whole Grain?

Bran“Outer shell” protects seed• Fiber• B Vitamins• Trace Minerals• Phytochemicals

Germ

Nutrient storehouse• B Vitamins• Vitamin E• Trace Minerals• Phytochemicals• Antioxidants• Lipids• Healthy Fats

EndospermProvides energy• Carbohydrate• Protein• Some B Vitamins

AleuroneLayer of cells adjacent to endosperm• Protein• Enzymes• Fiber• Phytochemicals

© General Mills


Synergy Between ComponentsSynergy Between Components

The Whole Grain Bonus

© General Mills


Whole Grain Has Benefits Beyond FiberWhole Grain Has Benefits Beyond Fiber

FiberFiber

PhytochemicalsPhytochemicals


Whole Grains provide key nutrients:

• Carbohydrates

• B vitamins

• Vitamin E

• Trace minerals:

– Iron

– Zinc

– Copper

– Magnesium

Whole Grains provide key nutrients:

• Carbohydrates

• B vitamins

• Vitamin E

• Trace minerals:

– Iron

– Zinc

– Copper

– Magnesium

Benefits Beyond Fiber: Traditional NutrientsBenefits Beyond Fiber: Traditional Nutrients


Whole Grain Link Reducing Chronic DiseasesWhole Grain Link Reducing Chronic Diseases

risk ofheart disease

drops 25-36%

risk ofdigestive cancers

drops 21-43%

risk ofstroke

drops 37%

risk ofType 2 Diabetesdrops 21-27%


Average Antioxidant ActivityAverage Antioxidant Activity

0 500 1,000 1,500 2,000 2,500 3,000

Whole Grain Cereals

Whole Grain Bread

Corn Cerals

Rice Cereals

White Bread

Common Fruits

Common Vegetables

0 500 1,000 1,500 2,000 2,500 3,000

Whole Grain Cereals

Whole Grain Bread

Corn Cerals

Rice Cereals

White Bread

Common Fruits

Common Vegetables

Trolox Equivalents/100g

Miller HE, et al., 2000


The Whole Grain Consumption GapThe Whole Grain Consumption Gap

Recommendations

•The 2005 Dietary Guidelines recommends 3 or more servings of whole grains per day

•Healthy People 2010 objectives aim for 3 servings/day

Recommendations

•The 2005 Dietary Guidelines recommends 3 or more servings of whole grains per day

•Healthy People 2010 objectives aim for 3 servings/day

Average whole grain intake is less than 1 serving/day

NHANES 1999-2002


Americans are Missing OutAmericans are Missing Out

9 Out of 10 Americans are NOT Getting the Recommended 3 Servings of Whole Grains Each

Day!

9 Out of 10 Americans are NOT Getting the Recommended 3 Servings of Whole Grains Each

Day!

Not Getting Enough Whole Grain

Not Getting Enough Whole Grain Getting the

Recommended 3 Servings of

Whole Grain/Day

Getting the Recommended 3 Servings of

Whole Grain/Day

NHANES 1999-2002


Whole Grain ConfusionWhole Grain Confusion

Consumers think they’re already getting enough whole grain

71% of consumers think

they’re getting enough

Big G Health A&U, 2003


Why Are Consumers Missing Out???Why Are Consumers Missing Out???


Whole Grain ConfusionWhole Grain Confusion

• Majority aware of term whole grain foods

• Believe whole grain foods involve little or no processing

• Health benefits of whole grain foods primarily reported as fiber

• Ways to identify whole grain foods

–Food label

–Appearance

–Color

• Majority aware of term whole grain foods

• Believe whole grain foods involve little or no processing

• Health benefits of whole grain foods primarily reported as fiber

• Ways to identify whole grain foods

–Food label

–Appearance

–Color

Marquart et al, 2006


Consumer Definitions of Whole Grains are Rooted in Misperceptions

Consumer Definitions of Whole Grains are Rooted in MisperceptionsConsumers think whole grain is…

– Brown

– Only wheat

– Only fiber

– Only bran

– The same as multigrain

– Only found in adult foods/cereals

– Bad-tasting (if it’s sweet, it cannot be whole grain)

Consumers think whole grain is…

– Brown

– Only wheat

– Only fiber

– Only bran

– The same as multigrain

– Only found in adult foods/cereals

– Bad-tasting (if it’s sweet, it cannot be whole grain)

GMI Big G Health A&U, 2003; Pirro Research, 1997


Will the Whole Grain Please Stand Up?Will the Whole Grain Please Stand Up?


Break Down Myths: Know the FactsBreak Down Myths: Know the Facts

• Whole grain is more than fiber or bran

• Whole grain can be a variety of grains, including oats, brown rice, corn, rye, barley

• Processed foods (cereals, crackers) can still be whole grain

– Not all whole grains provide a “nutty” flavor and texture to foods

• Color is not a good indication of whole grain

– Some whole grain foods are not brown

– Brown coloring may come from molasses and other ingredients

• Whole grain is more than fiber or bran

• Whole grain can be a variety of grains, including oats, brown rice, corn, rye, barley

• Processed foods (cereals, crackers) can still be whole grain

– Not all whole grains provide a “nutty” flavor and texture to foods

• Color is not a good indication of whole grain

– Some whole grain foods are not brown

– Brown coloring may come from molasses and other ingredients


Examples of Whole Grain LabelingExamples of Whole Grain Labeling

• FDA-Authorized Health Claim

– Must include 51% or more of whole grains by weight

– Must contain all portions of the grain kernel

– Food must be low fat, low saturated fat, and low cholesterol

– Examples:

• FDA-Authorized Health Claim

– Must include 51% or more of whole grains by weight

– Must contain all portions of the grain kernel

– Food must be low fat, low saturated fat, and low cholesterol

– Examples:Diets rich in whole grain foods and other plant foods, and low in total fat, saturated fat and cholesterol may reduce the risks of heart disease and certain cancers.


• Whole Grains Council Stamp Program

For products offering a half-serving or more of whole grain. Contains at least 8g whole grain per serving. 8g = ½ MyPyramid serving

For products where ALL of the grain is whole grain. Contains at least 16g whole grain per serving. 16g = a full MyPyramid serving

Half Serving:

Full Serving:

Provides at least 8 grams of whole grain per serving. At least 48 grams of whole grain recommended daily

Provides at least 16 grams of whole grain per serving. At least 48 grams of whole grain recommended daily

• General Mills Products

Whole Grain Stamps appear courtesy of the Whole Grains Council




• Ingredient List

– Look for the word “whole” before the type of grain higher up in the ingredient listing. For example, “whole wheat” or “whole oats.”

• Ingredient List

– Look for the word “whole” before the type of grain higher up in the ingredient listing. For example, “whole wheat” or “whole oats.”


Every Little Bit HelpsTry some of these ideas today!Every Little Bit HelpsTry some of these ideas today!

• Try some whole-wheat pasta.

• Have popcorn or whole wheat crackers as a snack.

• Serve bulgur instead of potatoes one night this month.

• On the weekend, try cooking steel-cut oatmeal.

• Bake your favorite cookies with whole wheat flour.

• Serve hamburgers with whole wheat buns.

• Try some whole-wheat pasta.

• Have popcorn or whole wheat crackers as a snack.

• Serve bulgur instead of potatoes one night this month.

• On the weekend, try cooking steel-cut oatmeal.

• Bake your favorite cookies with whole wheat flour.

• Serve hamburgers with whole wheat buns.

Click Here For VideoClick Here For Video


In Restaurants: Just Ask! In Restaurants: Just Ask!

“May I have brown rice instead?”

“A bowl of oatmeal, please.”

“How about whole grain pizza crust?”

“Turkey on a whole grain bun for me.”

“I’ll have your bulgur pilaf, thanks.”

“One whole grain bagel, to go.”

“Whole grain pasta for me, please.”


Who’s Doing What…Who’s Doing What…

Premium Chicken Sandwiches have a bun with 8g of whole grain.Premium Chicken Sandwiches have a bun with 8g of whole grain.

Whole grain linguini available as an option in any pasta dish.

“Smart Eating Menu” includes brown rice pilaf, whole grain tortillas.

Whole grain baguette, whole grain loaf and whole grain miche offered.


Who’s Doing What…Who’s Doing What…

Brown rice offered as an option with all meals, also at Pei Wei’s.Brown rice offered as an option with all meals, also at Pei Wei’s.

Whole grain penne available as an option in any pasta dish.

HealthMex burritos are served on whole grain tortillas.

Brown rice, whole wheat wraps and soba noodles available.


References and For More Information

References and For More Information

• www.bellinstitute.com

• www.health.gov/dietaryguidelines

• www.wheatfoods.org

• www.ific.org/publications

• www.eatright.org/ada/fiels/Whole_Grains.pdf

• www.wholegrainscouncil.org

• www.healthydiningfinder.com

• www.bellinstitute.com

• www.health.gov/dietaryguidelines

• www.wheatfoods.org

• www.ific.org/publications

• www.eatright.org/ada/fiels/Whole_Grains.pdf

• www.wholegrainscouncil.org

• www.healthydiningfinder.com

©2005 general mills more than fiber. ©2005 general mills the whole grain story 1.whole grain...

Documents