Word: bran
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...American health-food hit parade is a fickle thing. Not long ago, oat bran zoomed to the top of the charts because of its putative ability to lower cholesterol. It quickly fell back when it was found to work no better than other low-fiber grains. Margarine was considered a golden oldie on the basis of its zero cholesterol count until last summer, when it was discovered that one of the ingredients in the stick form could increase the risk of heart disease. Now there is a new contender on the playlist: canola...
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...
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...