Big Brands Reflect Whole-Grain, No-HFCS Trends

Major food and beverage companies' products are increasingly reflecting consumers' growing interest in products making two types of claims: whole-grain content and the absence of high fructose corn syrup (HFCS).

Two cases in point: Mars Inc.'s introduction of a line of Uncle Ben's Whole Grain White Rice, and Sara Lee North America's removal of HFCS from its two best-selling bread varieties.

According to Mintel, as part of an overall greater consumer demand for "simpler" products perceived as offering "natural" health benefits, introductions making a "whole grain" claims are on a notable growth curve, representing about 4% of launches thus far this year versus 3% in 2006.

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