Word: breading
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When Dave Schaps took over the Great Harvest Bread franchise in Evanston, Ill., in 2002, carbs were comfort food. Hunkering down with a thick-crusted, aromatic loaf somehow made Americans feel safer at home in the months after the 9/11 attacks. Today bread is bad, and it is the beleaguered baker who is seeking solace, both emotionally and economically. "We've just added soup and cookies. You have to diversify to keep the doors open," says Schaps, noting that bread sales fell 10% last year...
...craze of the '90s. But they're still racing to de-carb themselves faster than the doughboy next door. Hedging their bets may be a smart move, since Americans eat 7% less wheat flour today (137 lbs. annually) than in 1997, according to the U.S. Department of Agriculture. The bread industry's research found that 40% of consumers cut down on bread last year compared with 2002. Not to mention pasta, potatoes and pizza...
Schaps now sells soy flour--and wheat gluten--based bread, which comes in flavors like cinnamon chip, that contains about a third of the carbs of regular loaves. The new offerings represent about 5% of sales, and many of these, he says, are to fresh customers as opposed to recipe switchers. But the reformulated loaves with the subtly spongier texture may not swing the pendulum back anytime soon. "I wouldn't eat enough to justify getting a whole loaf," said low-carb dieter Sue Hagedorn, who was buying her son an oversize cookie at a full-carb bakery down...
Stressed-out pastamakers have been notably slower than their bread brethren in rolling out new products, in part because the process of removing carbs from capellini is more complicated than it is from bread. The American Italian Pasta Co. (AIPC), maker of Mueller's noodles, just released its first reduced-carb pasta in February. "We needed to figure out how to reach out to the lapsed user," says AIPC CEO Tim Webster...
...carbs and bad. All foods can be divided into combinations of three different nutritional categories based on their chemical components: carbohydrates, proteins and fats. Carbs are broken down by the body into sugars that course through the bloodstream and serve as the body's key source of energy. White bread, pasta and potatoes earn a bad rap because they are simple carbs that are very quickly broken down into sugar in the body. Most excess sugar is stored as fat. Some fruits, vegetables, beans and whole grains, on the other hand, are also carbs, but they are complex ones that...