Word: bran
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...whether or not they can protect themselves. Immune from the ills that ail less affluent cultures, America has the luxury of fretting over the little things. It is the particular indulgence of baby boomers who believe that restraint of one's appetites, daily workouts and a lot of oat bran can delay aging indefinitely. To health-and-fitness puritans, sagging flesh and excess weight represent an inexcusable lack of vigilance. Accustomed to success in translating their private anxieties into public activity -- protesting a war, toppling a President, taking over universities -- they turned to perfecting their immediate environment in the 1970s...
...fuschia neon warnings to students not to eat dining hall food because it contains all the health hazards recounted on its bulletin boards last year. Business at Elsie's and Tommy's Lunch skyrockets when the restaurants start using unsaturated soybean oil on their grills and selling oat bran muffins...
...move, which affects such items as Kellogg's Cracklin' Oat Bran cereal, Keebler's Soft Batch cookies, Pepperidge Farm's Goldfish crackers and Sunshine's Hydrox cookies, is prompted by health considerations -- and rising consumer pressure. Manufacturers have long been partial to the balmy-sounding vegetable oils -- coconut, palm-kernel and palm -- mainly because they impart a nongreasy taste and texture and extend the shelf life of products. But they are also high in saturated fat, the prime booster of blood-cholesterol levels. Coconut oil contains 92% saturated fat, palm-kernel oil 86% and palm oil 51%. In comparison...
Although many of the manufacturers targeted by Sokolof are revising their products, they all insist that the changes were long in the works. Says Joseph Stewart, a vice president at Kellogg, which in December began replacing the coconut oil in its Cracklin' Oat Bran cereal with a blend of cottonseed and soybean oil: "It would be impossible to do the R. and D. and change our ingredients overnight." But he concedes that "Mr. Sokolof did create a sense of urgency for us to move faster...
CINDERELLA FOOD OF THE YEAR Discovered to be a crunchy ally in the dietary war against cholesterol, previously unglamorous oat bran has experienced a jump of 600% in sales this year for the Quaker Oats Co. alone. Health buffs are sprinkling this supposed miracle on virtually everything, even high-fashion muffins. Only the farmers seem unenchanted. Oat bran still brings a far lower price than corn and barley, and so is not likely to be given more acreage...