Document Detail

Marketing whole grain breads in Canada via food labels.
MedLine Citation:
PMID:  23178749     Owner:  NLM     Status:  Publisher    
A recommendation for increased whole grain consumption was released in Canada in 2007 to promote adequate intakes of fibre and magnesium. Since then, a proliferation of 'whole grain' claims on food packaging has been observed, but whole grain labelling is voluntary and unregulated in Canada. Through a detailed survey of bread sold in three supermarkets, this study examined how the presence of front-of-package reference to whole grain relates to i) the presence and nature of whole grain ingredients, ii) nutrient content, and iii) price of the product. Twenty-one percent of breads bore a reference to whole grain on the front-of-package and the front-of-package reference to whole grain was a better predictor of fibre content than any information that could be gleaned from the ingredient list. On average, breads with a whole grain reference were higher in fibre and magnesium and lower in sodium. Mean price did not differ by presence of a whole grain reference, but breads with whole grain labelling were less likely to be low in price. Voluntary nutrition labelling may be targeting a discrete market of health-conscious consumers who are willing to pay premium prices for more healthful options.
Dunja Sumanac; Rena Mendelson; Valerie Tarasuk
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Publication Detail:
Type:  JOURNAL ARTICLE     Date:  2012-11-21
Journal Detail:
Title:  Appetite     Volume:  -     ISSN:  1095-8304     ISO Abbreviation:  Appetite     Publication Date:  2012 Nov 
Date Detail:
Created Date:  2012-11-26     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  8006808     Medline TA:  Appetite     Country:  -    
Other Details:
Languages:  ENG     Pagination:  -     Citation Subset:  -    
Copyright Information:
Copyright © 2012. Published by Elsevier Ltd.
Department of Nutritional Sciences, University of Toronto, 150 College Street, Toronto, ON M5S 3E2, Canada.
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