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What's New on Your Supermarket Shelf?

Health, convenience prime concerns for consumers

Whole Grains on the Rise

The 2005 Dietary Guidelines' recommendation for three servings a day of whole grains has led to an explosion of new products on supermarket shelves.

Manufacturers have launched new whole-grain breads, crackers, pasta, and cereals. General Mills has reformulated all its cereals to include whole grains, Wonder Bread has developed whole-grain flours that look and taste like refined flours, and pasta makers are scrambling to make good-tasting whole-grain blended pastas.

But what exactly are whole grains, and what can they do for you?

Whole grains contain the entire kernel of the grain, which includes antioxidants and fiber that can protect against heart disease and reduce the risk of breast and colon cancer, says Tallmadge. Dietitians note that people who eat plenty of whole grains also tend to be leaner and have a reduced risk of heart disease.

It may soon get easier to identify whole-grain products. If the FDA responds to an industry request, icons will appear on packages of products made from whole-grain sources. In the meantime, read the label and look for the word "whole" before whatever type of grain was used in the product. Terms like "seven-grain" and "100% wheat" don't necessarily mean it's a whole-grain product.

And with the new recommendations to get five to nine servings of fruits and vegetables a day, could Mom's urgings to eat our fruits and veggies finally be sinking in?

"Stroll down the frozen or canned aisles to witness the explosion of fruits and vegetables that include seasonings and upscale sauces," says McDonald.

Farm Friendly

Natural and organic foods used to be found primarily in health food stores, but today they line the aisles in most major grocery chains. Gone are the bruised and often unappealing selections, making way for the competitively priced evolution of organic private-label store brands.

"There is a growing awareness that organic foods are more than just pesticide-free, and even if it costs more, the benefits to the consumer become real," says Lempert. "The volume and efficiency of the emerging private-label foods have kept the prices to 10%-15% more than non-organics."

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