Whole Grain Flours Grow Even More Popular

While most Americans believe that they're getting enough whole grains, General Mills suggests that we're not.

In fact, while whole grain flours and breads have grown ever more popular in recent years, it appears that new 2010 guidelines regarding whole grain consumption may lead to yet another spike in consumer popularity and whole grain foods.

The problem is that most people don't know how to shop for whole grain foods, even when they try to fulfill the guidelines set forth by the US Dietary Guidelines for Americans. We're supposed to get three servings a day, but confusing labels make it difficult for people to understand what is and isn't whole grain.

Terms like "enriched flour," "made with wheat," and "multigrain" don't necessarily mean you're purchasing truly whole grain flours or breads.

But according to industry news, the new guidelines set for release later this month will clear things up quite a bit…and create an even greater market for whole grain foods.

For food manufacturers and distributors this means two things: first, if your labels are perceived as misleading you could suffer a loss on the shelves.

But, if you already rely on whole grain flours, or intend to launch a new line that relies on whole grains as a selling point, you could be cashing in on a very profitable trend that many experts believe will only continue to grow.