The new "white" whole grain breads will have to find a way to get whiter if bakeries are to lure traditional white bread lovers to their new whole grain products. ConAgra Foods' Ultragrain and Archer Daniels Midland Company's Kansas Diamond white whole grain products are available exclusively in the U.S.
Interstate Brands will launch "White Bread Fans 100% Whole Grain"
bread in July, a white-like bread that uses the bran, germ and endosperm of an
albino wheat variety to appease consumers who are hoping for whole-grain
nutrition but unwilling to sacrifice the taste and texture of white bread. A Cornell University food researcher suggests the new bread could "succeed in bringing
back the disenfranchised customer."
White wheat packs the same nutrition and fiber power as red wheat, but because its taste is not as bitter, it might be the answer to helping Americans meet the new whole-grain dietary guidelines. Interstate Bakeries and Sara Lee use white wheat in select products.