ConAgra Foods
ConAgra Foods, the maker of Ultragrain, developed a patent-pending milling process that delivers whole grain flour with the same particle size as traditional refined white flour. It is made from a proprietary variety of Platte wheat, specially grown to have a sweeter, milder taste and lighter color than conventional wheat. The Ultragrain milling process retains the fiber, protein, vitamins, minerals, and phytonutrients concentrated within the bran and germ, while yielding whole grain wheat flour with a taste, ultra-smooth texture, and appearance more similar to traditional refined white flour. When ConAgra Mills launched Ultragrain whole wheat flour in 2004, it began to positively change consumer perceptions about whole grains. It also gave food manufacturers a unique, "best of both worlds" solution for formulating more nutritious products.
More and more consumers are looking to add whole grains to their diets. The impetus for change is the 2005 U.S. Dietary Guidelines and the My Pyramid food guide, which recommend increasing Americans' whole-grain intake to three servings daily—which just one in 10 achieves—from an average of only one serving today. Taste, however, persists as a barrier. More than 94 percent of flour purchased today is white flour; only six percent is whole grain. According to a survey by Con Agra Foods, 48 percent of Americans say they are adding more whole grains to their diet. Almost half of those are doing so with foods containing a portion or blend of whole grains.
Studies show that eating whole grains instead of refined grains lowers the risk of many chronic diseases. While benefits are most pronounced for those consuming at least three servings daily, some studies show reduced risks from as little as one serving daily. The important message is to increase whole grains at every opportunity. The main benefits documented by repeated studies include a reduced risk of stroke by as much as 30–36%, diseases associated with metabolic syndrome such as a reduced risk of type 2 diabetes by as much as 30%, reduced risk of heart disease by 25-28% and improved success rate for weight loss and weight maintenance. Studies are also examining the potential role of whole grains to reduce risk factors associated with several types of cancer such as breast and colon.
The opportunity to expand healthy choices for children is also another topic of interest among food and health professionals. A growing number of America's school cafeterias feature Ultragrain products such as in rolls, tortillas, pizza, noodles, muffins, and snack items. In 2006, more than 3000 school districts offered Ultragrain products. This is the equivalent of 40 million servings of whole grains. Ultragrain initially was only available to food manufacturers and restaurants, but as consumer demand for whole grains options increased, a blend of Ultragrain with an all-purpose flour became available to the consumer market. This has opened many possibilities to improve overall nutrient quality among Americans.
Ultragrain-containing products are award winners! In addition to the 2006 Golden Shopping Cart award for Eagle Mills flour made with Ultragrain, products with Ultragrain have received accolades from Business Week, including being named one of the "Best Products of 2005" for being the flour power behind Sara Lee's Soft & Smooth whole grain white bread. Ultragrain was also singled out by Prepared Foods magazine with a 2005 "Spirit of Innovation Award" in the Foodservice Category for The Max whole grain line of pizzas with Ultragrain, served in schools across the country.
References:
American Journal of Clinical Nutrition, June 2007; vol 85(6):1495-1502
American Journal of Clinical Nutrition, June 2007; vol 85(6):1606-1614
American Journal of Clinical Nutrition, May 2007; vol 85(5):1353-1360
American Journal of Clinical Nutrition, Feb. 2006; vol 83(2):275-283
American Journal of Clinical Nutrition, Nov. 2004; vol 80(5):1237-45