Word: bran
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Dates: during 1990-1999
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Among other things, the bill should stop a plethora of misleading disease- prevention claims on foods ranging from oat-bran doughnuts and cereals to cholesterol-free peanut butter and "lite" desserts. "For too long consumers who want a healthier diet have been besieged by inaccurate nutrition claims," said Ohio Democrat Howard Metzenbaum, the bill's chief sponsor in the Senate. Now, he added, "a bold health claim on the front of the package won't be contradicted by the fine print on the back...
...want to reduce their risk of heart and blood-vessel diseases." Earlier this year the A.H.A., bowing to criticism and threatened federal action, scrapped its own HeartGuide seal-of-approval program just two months after it started. "Right now, any product can say it's high-fiber this and bran that," agreed Nancy Hailpern, a legislative assistant for the American Cancer Society. "The bill will do a lot to change that...
...shelves by their manufacturer when the FDA judged the claims to be false. Just last month, the agency warned six food companies, including Health Valley Foods, Select Origin and Ralston Purina, to remove cholesterol-reducing claims from a variety of packaged foods, ranging from Oat Chex cereal to Rice Bran...
...bread has seen its share of total consumption drop from more than 80% in 1972 to around 55% today. Large commercial producers, like Continental Baking Co. (makers of Wonder bread), Campbell Taggart and Flowers Industries, turn out dozens of "variety" blends, rife with cracked wheat, whole grain and oat bran. Many supermarkets even sell fresh-out-of-the-oven loaves from their own in-house bakeries. (Shoppers may not realize that many of these hot breads are prepared from frozen or pre-packaged mixes.) But it is the small, local bakeshops that have enjoyed the most surprising increase in popularity...
THANKS, BUT WE'LL HAVE THE CHOCOLATE CHIP FUDGE SWIRL. The U.S. Department of Agriculture has announced the development of Oatrim, an oat-bran extract that can serve as a fat substitute in desserts and other foods. This dismayed Murtaugh/Match, a small Wisconsin food-consulting firm that claims to hold the patent on oat bran-based frozen desserts. Explains Timothy Murtaugh: "We take advantage of the creamy, smooth texture of oats once they are cooked, like oatmeal." Says a USDA patent adviser: "We feel there's an opportunity for both to be allowed and licensed within their own commercial niches...