General Mills making all cereals with whole grain

01/06/05 Noting that a recent Ipsos-Reid national survey found that while 93% of Canadians said it was important to have whole grains as part of their diets, seven out of 10 reported that they did not consume enough, General Mills Canada has announced that it is now the only leading Canadian food manufacturer making all its breakfast cereals with whole grains.

The health benefits of whole grain have been well documented. According to Sue Mah, Registered Dietician and Nutrition Consultant, "Health Canada recommends eating whole grains as part of a healthy diet. Unlike nutrient-weak refined grain products, whole grain products contain all three layers of the grain. The whole grain contains vitamins, minerals, fibre and hundreds of naturally occurring phytonutrients and antioxidants. These compounds work together to play an important role in helping reduce the risk of chronic diseases including certain types of cancer and heart disease and also help to manage weight."

The best way to identify a product made with whole grain is to read the ingredient list. Ingredients are listed in descending order by weight. If whole grain appears at the top of the list it means that it is the primary ingredient.

In more good news for consumers, General Mills has been able to increase the whole grain content of its cereals without compromising on taste. As a pioneer in whole grain cereals, the company has been researching the best ways of making whole grain the primary ingredient in its product for several years. As a result, and as confirmed by taste tests with more than 9,000 people across North America, consumers enjoy the taste of the whole grain cereal just as much as, and in some cases, even more than the previous recipe.

Established in 1954, General Mills Canada Corporation is based in Mississauga, Ontario, with regional offices in Vancouver, Calgary, Montreal and Halifax. The company is best known for the many quality brands enjoyed by Canadian consumers each day. The company's flagship brand is Cheerios. Additional key brands include Honey Nut Cheerios, Oatmeal Crisp, Nesquik(R) and Lucky Charms. General Mills also makes Betty Crocker, Pillsbury, Green Giant, Hamburger Helper and Old El Paso products.

With the primary focus being Youth, Nutrition and Fitness, General Mills is dedicated to fostering good nutrition and fitness behaviours amongst young Canadians. In other areas, General Mills has been a long time supporter of organizations such as the Heart and Stroke Foundation, the Canadian Olympic Association, including a number of Canada's men's and women's Olympic teams and the Canadian Hockey Association.

http://www.newswire.ca/en/releases/archive/May2005/31/c5410.html