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| Confusion in the Bread Aisle |
Sara Lee Food & Beverage conducted a survey of 1,000 mothers aged 25-65 nationwide to determine their level of understanding about different kinds of wheat breads and their nutritional content. The survey revealed that consumers are confused about the nutritional value of wheat bread, often believing their wheat bread is better nutritionally than it actually is. More than 650 billion loaves of wheat bread are sold in grocery stores each year. The vast majority -- 73 percent -- are enriched wheat breads[1] made typically with less than 20 percent whole wheat flour. Most Americans mistakenly believe the wheat bread they purchase is 100% whole wheat bread when, in fact, most wheat breads sold in the U.S. have less than 20 percent whole wheat flour. Detailed Survey Findings Color and Nutritional Misperceptions º 64 percent of all survey respondents believe brown bread is better for you than white bread. º 66 percent of enriched wheat bread buyers believe that brown bread is better for you than white bread. [1] Enriched wheat bread is bread made with refined wheat flour that is milled to provide a fine texture using the endosperm of the grain, but removes the bran and germ of the grain. Refined enriched flour adds back certain B vitamins and iron after processing. In America, most packaged wheat breads (but not whole wheat breads) are made from refined enriched wheat flour. Enriched wheat breads have a similar nutritional make up to that of most enriched white breads. º 25 percent of all respondents determine the nutritional value of a bread by its color. º 28 percent of enriched wheat bread eaters determine the nutritional value of bread by its color. º 35 percent of all respondents believe some white breads are better for you than some wheat breads. º 34 percent of enriched wheat bread eaters believe some white breads are better for you than some wheat breads. Consumers Are Beginning to Understand Why Whole Grains are Important for Health º 91 percent of all respondents believe whole grains make bread healthy º 89 percent of enriched wheat bread eaters believe whole grains make bread healthy. º 46 percent of all respondents said whole grains are a good source of fiber. º 44 percent of enriched wheat bread eaters said whole grains are a good source of fiber. But there's a long way to go: º Only 2 percent of respondents cited whole grains as a way to help reduce the chance of cancer and heart disease. º Only 1 percent of respondents cited whole grains as a way protect against diabetes. º Only 3 percent of respondents cited whole grains as an aid to weight loss. Nutrition experts recommend whole grains and consumers know they should eat them. Unfortunately, most consumers don't like them. Instead they choose wheat breads that deliver on their taste and texture preferences but lack whole grain nutrition. Most of these consumers mistakenly believe their wheat bread is 100% whole grain. It's usually not. Today, Sara Lee is introducing Soft & Smooth 100% Whole Wheat Bread, the first 100% wheat bread that provides families the taste and texture they prefer with the nutrition they need. Importantly, this new bread has the potential to increase the consumption of whole grain in the U.S. by billions of grams per year if just a small fraction of wheat bread buyers switch to the new bread. "Once consumers discover they don't have to compromise on taste, texture, appearance or nutrition, they will move to Soft & Smooth 100% Whole Wheat, just as they did with Soft & Smooth Made with Whole Grain White bread," said Bill Nictakis, president, Sara Lee Food & Beverage's U.S. Fresh Bakery unit. "Our goal is to educate consumers about 100% whole wheat breads and give them a tasty way for families to increase their whole grain consumption." Enriched wheat breads - often made from enriched wheat flour and a small proportion of whole wheat flour - are by far the most popular type of wheat bread sold in grocery stores. Of the 650 million traditional loaves of wheat bread baked in the United States in the last year, 477 million (or 73%) lack 100% whole grain nutrition, according to Information Resources, Inc., data. Most Americans who buy enriched wheat bread mistakenly believe they are buying 100% wheat bread. In a recent survey commissioned by Sara Lee Food & Beverage, 73% of consumers incorrectly identified their bread as 100% whole wheat when it actually has similar nutritional make-up to traditional white bread. Research shows that consumers don't like the typical grainy texture and bitter taste of 100% whole wheat bread. Sara Lee Soft & Smooth 100% Whole Wheat Bread is the first "no compromise" bread made to please the whole family with a mild taste and smooth texture and 100% whole grain nutrition. Soft & Smooth 100% Whole Wheat Bread has 14 grams of whole grain per slice, no artificial colors or flavors and no trans fats. It's also light in color, offers no toppings, flakes or particulates common in whole grain breads. Building on the enormous success of Sara Lee Soft & Smooth Made with Whole Grain White Bread, Sara Lee Soft & Smooth 100% Whole Wheat Bread creates an entirely new bread category to build upon its product portfolio. Other survey findings include: "Sara Lee has a track record of success in introducing new products because we listen to consumers and develop innovative products that do not ask them to compromise on taste," said Peter Reiner, vice president, Sara Lee brands, Sara Lee Food & Beverage. "With the introduction of Soft & Smooth 100% Whole Wheat Bread, we're poised to continue mainstreaming whole grain nutrition by offering great-tasting products that will please the whole family." The U.S. Department of Agriculture's MyPyramid Food Guidance System calls for Americans ages 9 or older to consume six to 11 servings of grain foods per day, such as bread, pasta and rice, and to make half of those servings whole-grain servings. Research has shown that Americans who consume at least three servings of whole-grain foods per day are generally healthier than those who don't. Whole-grain consumption has been correlated with decreased risk of heart disease, stroke, some cancers and type-2 diabetes, and may aid in weight maintenance. "Sara Lee's new Soft & Smooth 100% Whole Wheat Bread responds to a growing trend among consumers who want greater nutritional value in the products they serve their families," said Connie Diekman, MEd, RD, LD, FADA. "Great taste is, of course, the key to getting consumers interested in better nutrition." "Soft & Smooth 100% Whole Wheat can help move a generation of consumers to whole grain bread without giving up anything," said Frances Coletta, R.D., Ph.D., director of product nutrition for Sara Lee Food & Beverage. Sara Lee Soft & Smooth 100% Whole Wheat Bread will be available at grocery and other retailers wherever Sara Lee Bakery products are sold. The average price, which varies by region, is $2.49 per loaf. Editor's Note: The Sara Lee Survey included 1,000 mothers aged 25-65 nationwide, conducted Nov. 16-19, 2006, with a 95% confidence level. About Sara Lee Breads Sara Lee is the No. 1 bakery brand in the combined breads, buns and bagels segment. Sara Lee's innovative portfolio of fresh breads, buns and bagels are designed to meet a wide variety of preferences and sensibilities - without sacrificing taste. Sara Lee branded bread was first introduced in October 2002. About Sara Lee Food & Beverage Sara Lee Food & Beverage is the North American retail food division of Sara Lee Corporation (NYSE:SLE). Based in Downers Grove, Ill., Sara Lee Food & Beverage develops and markets many of America's favorite high-quality baked goods, packaged meats and coffee. Leading brands and products include Sara Lee fresh breads, frozen desserts and deli meats, Hillshire Farm lunch meats, Jimmy Dean sausage and breakfast foods, Ball Park franks and the Senseo single-serve premium coffee system. |
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Happy Halloween
