©2005 General Mills More Than Fiber

©2005 General Mills The 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

©2005 General Mills 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 Endosperm Provides energy Carbohydrate Protein Some B Vitamins Aleurone Layer of cells adjacent to endosperm Protein Enzymes Fiber Phytochemicals © General Mills

©2005 General Mills Synergy Between Components The Whole Grain Bonus © General Mills

©2005 General Mills Whole Grain Has Benefits Beyond Fiber Fiber Phytochemicals

©2005 General Mills 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 Nutrients

©2005 General Mills Whole Grain Link Reducing Chronic Diseases a risk of heart disease drops 25-36% risk of digestive cancers drops 21-43% risk of stroke drops 37% risk of Type 2 Diabetes drops 21-27%

©2005 General Mills Average Antioxidant Activity Trolox Equivalents/100g Miller HE, et al., 2000

©2005 General Mills The 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

©2005 General Mills Americans are Missing Out 9 Out of 10 Americans are NOT Getting the Recommended 3 Servings of Whole Grains Each Day! Not Getting Enough Whole Grain Getting the Recommended 3 Servings of Whole Grain/Day NHANES

©2005 General Mills Whole 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

©2005 General Mills Why Are Consumers Missing Out???

©2005 General Mills Whole 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

©2005 General Mills Consumer Definitions of Whole Grains are Rooted in Misperceptions 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) 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

©2005 General Mills Will the Whole Grain Please Stand Up?

©2005 General Mills Break 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

©2005 General Mills Examples 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: 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.

©2005 General Mills 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 Examples of Whole Grain Labeling

©2005 General Mills Examples of Whole Grain Labeling 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.”

©2005 General Mills Every Little Bit Helps Try 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 Video

©2005 General Mills 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.”

©2005 General Mills Who’s Doing What… 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.

©2005 General Mills Who’s Doing What… 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.

©2005 General Mills References and For More Information