The Whole Grain and Nothing But

Oct 01, 2004
George Anderson

By George Anderson

General Mills announced yesterday it would begin producing its cereals with whole grains in response to the need for healthier eating alternatives.

In a statement released by the company, Dr. David Kessler, former Commissioner of the U.S. Food and Drug Administration said, “Eating more whole grain could have a significant
impact on the overall health of Americans. The science shows a strong connection between whole grain and a reduced risk for heart disease, cancer, diabetes and obesity, which
are the biggest preventable killers in the United States.

“This improvement by General Mills will benefit Americans and could signal the most comprehensive improvement in the nation’s food supply since the government began mandatory
fortification of grains in the 1940s,” he said.

The company said consumers would see the new whole grain labeled boxes on supermarket shelves beginning this month. It tested the new whole grain versions of its cereals with
more than 9,000 people across the country. General Mills said the consumers involved in the test like the new cereals as much or more than the previous refined grain versions.

Moderator’s Comment: Will General Mills move to whole grains help it achieve market share gain in the ready-to-eat cereal category?

According to General Mills, 91 percent of Americans say they want more whole grain foods in their diet, and yet 90 percent of consumers do not eat the minimum
recommended amount.

George Anderson – Moderator

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