Word: oat
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...oatmeal with an expression of disgust. "It's good for you," Mom would intone, but who believed her? The yucky greige sludge might be filling, but good for you? Forget it. They sure believe her now. Today cholesterol-conscious consumers are eagerly lapping up not only oatmeal but oat bran and oat muffins and oat cookies -- in fact, just about anything with oats in it. The once reviled grain has suddenly emerged as the hottest health food around. People are sprinkling it on cereal, mixing it with fruit, baking it in cakes, dissolving it in shakes and swallowing...
...fuss? The word is out that eating oats can lower cholesterol levels in the blood. Result: groceries and supermarkets can't keep oat products on the shelves. Sales of oatmeal have jumped 20% this year, and oat- bran purchases have more than quintupled. The Quaker Oats plant in Cedar Rapids, Iowa, is working three shifts every day and still not meeting demand. At the Real Food Co. in San Francisco, a health-food emporium, sales of bulk oat bran have tripled in the past year to 1,000 lbs. a month. Sales of oat- based breakfast cereals and cookies have...
Companies are rushing to create new oat foods. Kellogg's has just introduced a cold cereal, Common Sense Oat Bran; General Mills came out last year with Total Oatmeal. Health Valley Foods, a California natural-foods firm, has brought out 18 oat products since 1986. Among the eight launched this year: oat-bran animal cookies for children...
...current craze stems from studies showing that oats, particularly oat bran, can have a salutary effect on blood levels of total cholesterol and, even better, of the "bad" type of cholesterol known as LDL (low-density lipoprotein). Researchers have found that consuming 1 1/2 to 3 oz. of oat bran daily for six to eight weeks can lower total cholesterol some 20% and LDLs as much as 25%. "It's great stuff," says Dr. James Anderson of the University of Kentucky, who pioneered the study of oat bran in the 1970s. Anderson estimates that up to 85% of Americans with...
...potato-chip varieties are like the changes made in bread," says Richard Duchesneau, president of Tri-Sum Potato Chip, which has operated in Leominster, Mass., since 1908. "People got tired of standard white, and now when you walk down the supermarket aisle, you'll find wheat, oat berry, cracked wheat and more. It's the same with chips." Though they profess an interest in foods that are low in salt and calories, Americans last year spent an estimated $3.3 billion dollars (an increase of 75% since 1980) on deep- fried chips, generally strewn with salt. The market is dominated...