Word: oat
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...white 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...
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...
...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...
...advises the 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...
...effort to assess proliferating nutritional claims, the American Heart Association introduces a controversial seal of approval. -- Naysaying on oat bran...