Food Majors Get Behind Wholegrain Claims Code

Food Majors Get Behind Wholegrain Claims Code

Three of Australia’s largest core grain food manufacturers, Goodman Fielder, Sanitarium and Baker’s Delight, are among the first to sign the Code of Practice for Whole Grain Ingredient Content Claims.

The voluntary code, which was launched in July 2013, says in order to claim “whole grain” content, food should have at least 8g per serve, from 2014.

For the first time, the code sets a standard for labelling of whole grain foods, which can vary widely in grain content. The code is in line with Australian Dietary Guidelines and is based on a 48g whole grain Daily Target Intake (DTI) theory.

Goodman Fielder and Baker’s Delight will use both the DTI statement and content claims. Goodman Fielder will use the claims on pack and Baker’s Delight will use it on the product pages of their website to provide customers additional information about their whole grain bread. Sanitarium will use the DTI statement across its Weet-Bix range from 2014.

Goodman Fielder marketing director for baking Kinda Grange said the company’s decision to sign up to the code, initially with Helga’s Continental Bakehouse range, will give consumers greater clarity about the whole grain content of the bread they are buying.

“We wholeheartedly endorse the aims of the voluntary code, developed by the Grains and Legumes Nutrition Council (GLNC). The code will help consumers become more discerning and supports a greater propensity among main grocery buyers to actively seek out whole grain products,” she said.

GLNC managing director Georgie Aley said the commitment from some of Australia’s largest grain food manufacturers was, “a big win for public health, for brands and for consumers”.

“For consumers, they will begin to see consistent messages for the whole grain ingredient content of foods on food packaging and advertising,” she said.

“This will bring greater understanding about the value of enjoying grain foods three to four times a day and legumes two to three times a week.”

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