Sara Lee focuses on whole grains
July 20, 2007
by FoodBusinessNews.net Staff
DOWNERS GROVE, ILL. — Sara Lee Food & Beverage is launching a consumer education campaign with the goal of increasing whole grain consumption in the United States.
The company will reveal the whole grain content of its enriched white and enriched wheat bread to consumers. The company also will reveal if top-selling wheat bread in the United States is 100% whole wheat, including bread made by other bakers based on label information. The information will be accessible through a web site, www.thejoyofeating.com, a toll-free hotline during the back-to-school season, 1-877-IS-IT-WHEAT, and an interactive traveling exhibit.
"Sara Lee is taking the lead in providing straight-forward information about whole grains across our product portfolio — our enriched white and wheat products as well as our 100% whole wheat products," said Bill Nictakis, president, Sara Lee Food & Beverage’s U.S. fresh bakery unit. "We owe it to consumers to be clear about the nutritional profile of our products."
The efforts are a part of The Sara Lee Soft & Smooth Great Whole Grain Giveaway — a communications campaign that has dimensions of social networking, media, product sampling of 2.5 million loaves and events around the country.
Along with these efforts, Sara Lee is launching Soft & Smooth 100% Honey Wheat bread, which has 28 grams of whole grains.