Competition between two of the most frequently purchased foods in American grocery stores--cereal and bread--has always been fierce; however, it seems General Mills has turned up the heat.

The Minnesota-based giant has taken their marketing campaign of converting all its cereals to whole grains a step further, petitioning the Food and Drug Administration (FDA) to adopt a whole grains "standard." Specifically, the proposal suggests:

• Foods with at least 16 grams of whole grains per serving be designated an "excellent source of whole grain."

• Foods with 8-15 grams per serving be labeled a "good source of whole grain."

Consequently, a number of processed food manufacturers, mostly bread and pasta makers, are arguing General Mills' proposal unfairly favors cereals and crackers over breads and pastas whose water content makes them unlikely to meet what General Mills says are "high standards." For example, 30 grams of bread contains 37 percent moisture while the same amount of cereal has only 4 percent moisture at most.

What's more, General Mills is already using the "excellent" and "good" descriptions on its cereals, despite competitors' complaints.

Whole Grain Standards

Even though the new food pyramid and revised U.S. dietary guidelines recommend an increased intake of whole grains, industry executives claim most consumers are unaware of whole grains and the health benefits they hold. For this reason, some are asking the FDA to step in and establish a set of labeling standards.

And as for General Mills' standards, many nutrition experts and food companies (especially bread manufacturers) complain 16 grams is much too high and will likely prevent many healthy whole-grain foods from carrying the "excellent source" label.

Right or wrong, General Mills' proposal is just another example of label jockeying common to the food industry, said a former staffer with the Grocery Manufacturers of America. Companies are out to get any type of marketing advantage they can, and getting a government approval is certainly valuable.

USA Today June 16, 2005

Dr. Mercola's Comments:

This seems to be the year for creating new food myths. Earlier this year started with the "Pasteurized Milk Myth," then it was the "Soy Myth." Now the grain manufacturers want to continue health claims so they can also benefit. While whole grains are without question healthier than refined grains, they still are not slow carbs and even with their fiber they can still contribute to elevated insulin levels and leptin resistance. The idea that grains, even whole grains, are good for you is, for most of you, nothing but an over-hyped myth. Myth: All Whole Grains are Good for You It has been my experience that nearly everyone with high insulin and leptin levels--both exceedingly common problems these days--benefits from avoiding all grains, even whole grains, along with sugar. People in this group include anyone who has: Weight problems High blood pressure High cholesterol Diabetes Metabolic Syndrome It is also important to note that I am not discounting the value of a high-fiber diet, a major reason some people promote whole grains. High-fiber diets are enormously beneficial to health, but the fiber that provides the benefit is from vegetables, for the most part, not grains. After all, vegetables and fruits are the main fiber sources your body is adapted to consuming. Whole grains are not. Related Articles: Where's the Fiber in Whole Grain Cereals? Even the Federal Government Now Admits Grains are Causing Obesity Epidemic Is the New "White Whole Wheat" Good For You?