Word: bran
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...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...
...believed in the verities of the '80s -- that greed is good, that one can never be too rich or too thin, and that abstinence and exercise will lead to eternal life -- the new decade spells trying times. Mike Tyson's crown has toppled, and the Trumps have split. Oat bran is no panacea; Drexel is bankrupt. "I suspect," says editor E. Graydon Carter, 40, co-founder of Spy magazine, "that when they find red suspenders cause back problems, that will be the final nail in the yuppie coffin...
...public not to consume the product, the federal Food and Drug Administration considers the risks of contracting cancer one in a million over a person's lifetime. The company is investigating its packaging and distribution centers to locate the problem. In the wake of doubts cast on oat bran's nutritional benefits, it's almost enough to drive yuppies back to pretzels and beer...
Last week the halo slipped. According to a report in the New England Journal of Medicine, oat bran has no special power to reduce cholesterol levels. In fact, it works no better than low-fiber grains and causes more bloating and diarrhea than some. In a study performed at the Brigham and Women's Hospital in Boston, Dr. Frank Sacks and colleagues randomly switched 20 healthy men and women between two six-week diets: one contained 100 grams of oat bran daily, the other 100 grams of low-fiber wheat. Cholesterol levels dropped an average 7.5% -- no matter the diet...
...effort to assess proliferating nutritional claims, the American Heart Association introduces a controversial seal of approval. -- Naysaying on oat bran...