A popularity of whole grains grows, shoppers demand more diversity

08/23/2013 | FoodBusinessNews.net (free registration)

Consumers are increasingly opting for whole grain products over their refined counterparts, and food companies can further capitalize on the category by offering options that intersect with current marketplace trends, such as dense texture and use of ancient grains. "There is strong demand for products that are rich with whole grains but lighter in color, less bitter in flavor and have softer texture as well as an emerging trend around specialty items that are more dense and textured," said Jeff Casper, R&D manager at Horizon Milling.

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