Not All Consumers Like Their Flours so Grainy

The popularity of whole grain breads has grown exponentially in recent years, but according to a new study from the University of Minnesota not all consumers like the taste and texture of grainier flours in their morning toast.

The study conducted by the university found that people fall into roughly two groups - those who want coarser breads and those who prefer lighter, smoother versions. Whether or not an individual prefers the flavor of a heavier whole grain bread depended, in theory, on the number of taste receptors on their tongue.

And for the majority of taste-testers, what their taste receptors were saying is "we like processed bread."

By and large, people like their breads to be light and fluffy.

The use of whole grain flours tends to create a heavier bread, but today's modern technology allows many food manufacturers to create whole grain loaves that mimic the smooth texture and light flavor of more refined breads.

How might this play out in terms of sales?

It appears that the perfect loaf could be one that combines the healthy benefits of whole grain flours with a lighter color and texture.

This combination of taste and texture would appeal to the largest population of bread consumers - those who prefer "healthy" bread and those who like their bread to look and taste a certain way.

And since most consumers want to have their low-calorie-but-delicious cake and eat it too, creating a product that appeals to them on a variety of levels could mean a tremendous boost in sales.