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General Mills Lightens Up Whole Grain With DuruWhite Whole Grain Bread Mix

Posted on: Thursday, 4 May 2006, 12:00 CDT

A new shade of whole grain is taking over the bread aisle. To meet consumers' growing demand for whole grains and at the same time appeal to fans of white bread, General Mills Bakeries & Foodservice has developed a white whole grain bread mix called DuruWhite.

What makes General Mills' product unique is the use of whole durum flour, which is typically used to make pasta. This patent-pending process results in an end product with a more typical white bread appearance and texture -- with 8 grams or 16 grams of whole grain per serving. It is recommended that Americans consume at least 48 grams of whole grain daily.

Consumer tests have shown that, among those planning to eat more whole grain, breads made with DuruWhite are preferred over leading competitors in terms of moistness and interior color. Also, households with children prefer the interior color of breads made with DuruWhite over leading competitors.

General Mills sells the bread mix to commercial and wholesale bakeries, and the breads made with DuruWhite can currently be found across the country in the bread aisle under the Country Hearth(R), Schwebel, Sunbeam and Gold Medal(R) brands.

"Consumers are increasingly looking for new ways to incorporate whole grain into their diets, and we want to make it as easy as possible," said Jon Althoff, director, Fresh Bread Solutions, General Mills. "Because breads made with DuruWhite look and taste like white bread, consumers can incorporate whole grain into their diets without changing behavior or sacrificing taste."

General Mills was the first on the market with a white whole grain bread marketed under the Country Hearth brand.

Last year, General Mills was the first leading food manufacturer to include whole grain in all of its Big G cereals. All General Mills Big G cereals are either a good source of whole grain (8 grams) or an excellent source of whole grain (16 grams).

Awareness of the benefits of whole grain continues to increase, particularly after the USDA announced new Dietary Guidelines recommending that Americans eat at least three servings of whole grain each day.

In fact, 91 percent of Americans say they want whole grain in their diets -- but nine out of 10 people in the United States do not get the recommended daily amount of whole grain. By reformulating everyday products like cereal and bread with whole grain, General Mills makes it easier for consumers to get those three servings of whole grain each day.

Scientific literature shows that diets rich in whole grain may help reduce the risk for heart disease, cancer, diabetes and obesity, which are the biggest preventable killers in the United States.

About General Mills Bakeries & Foodservice

The General Mills Fresh Bread Solutions group is part of General Mills' Bakeries & Foodservice division, which sells a wide array of products into the retail bakery channel, including bakery flour, dry baking mixes, bread concentrates, and frozen products including cinnamon rolls, croissants, puff pastry and other sweet goods. It also markets dry baking mixes and bakery flour in the foodservice, restaurant and wholesale bakery channels. The division also sells General Mills branded cereal, yogurt, snacks and more in a wide variety of foodservice outlets, such as cafeterias, convenience stores and vending machines. The division generates more than $1.7 billion in sales.

Source: Business Wire

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