NUTRITIONISTS and researchers have reacted positively
to the news that General Mills has added whole grains
to breakfast cereals that did not include them before.
But the praise is not without reservation: the fiber
content of many of the cereals has increased very little,
if at all.
"Whole grains" are buzz words for 2005. One market
research firm, Mintel, has declared them the ingredient
of the year. On Monday, Post cereals announced its lineup
of whole grain cereals. The rush brings back memories
of the late 1980's and the oat bran craze , which lost
steam as soon as oat bran potato chips appeared on the
market.
But whole grains are different. They are not unnatural
additions to food, the way oat bran was for most products.
White flour did not become popular until after the Civil
War, when the invention of the steel roller mill made
the refining process cheap. But the process of refining
grains strips them of much of their vitamin, mineral
and fiber content. That is why ready-to-eat cereals
are fortified with many - though not all - of those
lost vitamins and minerals. Fiber is not added back.
The whole grain movement received an important boost
when the federal dietary guidelines, released last month,
suggested that half of the recommended grain servings
consumed by Americans be whole grains, particularly
because of their fiber content. Whole grains now make
up only 5 percent of the grains eaten by Americans.
But based on information appearing on two General Mills
Web sites, 28 of the company's 52 cereals contain the
same level of fiber they had previously; two have one
gram less than they had before the reformulation; and
14 have moved up one gram, with 11 of those going to
one from zero. In fact, a total of 22 cereals have just
one gram of fiber. Five cereals still have no fiber:
Boo Berry, Frosted Chex, Honey Nut Chex, Franken Berry
and Shrek. Cereals that were always 100 percent whole
grain - like Total, Wheat Chex and Wheaties - would
not be expected to have more fiber.
The information on the "before" cereals came from a
General Mills Web site, www.bellinstitute.com/nutrition/pn/all.htm,
which a company spokeswoman said was five years out
of date and has been shut down. She refused to provide
numbers for any of the cereals as they were before the
reformulation. Current nutritional figures are available
at www.generalmills.com/corporate/brands.
Only 24 of the current cereals contain two or more
grams of fiber and would meet the standards of the Whole
Grains Council, a trade association dedicated to increasing
the consumption of whole grains. According to the council's
Web site, www.wholegrainscouncil.org, "a true whole
grain product will have at least two grams of fiber
per serving and often four to five grams or more." The
General Mills cereal with the most fiber in a serving
is Fiber One, with 14 grams in a half cup serving.
If there is a choice between refined grains and whole
grains, whole grains are indeed better, and the new
versions of the General Mills cereals contain some of
those other important missing micronutrients - antioxidants,
phytochemicals or disease fighting plant chemicals -
and minerals like selenium and chromium, which can reduce
the risk of heart disease, may help in weight maintenance
and may reduce the risk of diabetes and other chronic
illnesses.
"It's a step in the right direction," said Dr. Meir
Stampfer, a professor of epidemiology and nutrition
at the Harvard School of Public Health.
Bonnie Liebman, the director of nutrition at the Center
for Science in the Public Interest, a nutrition advocacy
group, which is often critical of government and the
food industry, also considers the reformulation of the
cereal an improvement. But she does not want people
to think that the use of whole grains has magically
made the cereals an excellent source of nutrition.
"It's important for people to realize that using whole
grains in breakfast cereals does not turn them into
health foods," she said. "Many are still breakfast candy,
almost half sugar."
The cereal company wants the public to be aware that
it is selling whole grains, not fiber. Susan Crockett,
the senior director at the Bell Institute of Health
and Nutrition of General Mills, said she knows that
some people, including health professionals "think whole
grain and fiber are the same thing." But she said the
benefits of whole grain have to do with "the synergy
of the components."
The company's Web site makes the case again, stating,
"whole grain is more than fiber."
Dr. Joanne L. Slavin, a professor of food science and
nutrition at the University of Minnesota, said the absence
of significant levels of fiber "is a bit of a disconnect
because people look for fiber, and when they don't see
it, it's confusing." She added: "If this stuff is mostly
sugar, we are potentially confusing or misleading people
if they think it's totally healthy. But it's probably
better than a crummy Danish that's been sitting in the
package for three weeks."
Dr. Slavin said she has worked with General Mills and
likes the whole grain message, but she said, "I'm also
a fiber person, and I'd like those whole grains to have
more fiber in them."
The level of fiber in whole grains is dependent on
the variety: whole wheat and oats naturally have more
fiber than brown rice. But the level of whole grains
in a ready-to-eat cereal, no matter the brand, is also
dependent on the sugar content. The more sugar, the
less grain and fiber. Just compare the various kinds
of Cheerios: a 30 gram (about an ounce) serving of unsweetened
Cheerios contains one gram of sugar, three grams of
dietary fiber; the same size serving of the sweetened
Apple Cinnamon Cheerios and Frosted Cheerios, each with
13 grams of sugar, contains just one gram of fiber.
Dr. Barbara Schneeman, the director of nutrition products,
labeling and dietary supplements at the Food and Drug
Administration, said, "the reason to include whole grain
products in the diet is to increase the fiber content."
She suggested that consumers check under daily value
in the far right column of a package's nutrition facts
panel to find out if a food is high or low in fiber.
"If the daily value is 5 percent fiber, that is low,"
she explained, while "20 percent or more is high. Look
at the fiber content and the added sugar content, and
then make comparisons."
The guidelines recommend 28 grams of fiber for most
women daily, 35 for most men.
Though the Food and Drug Administration has not established
a definition for good and excellent sources of whole
grain, General Mills says cereals that have 8 to 16
grams of whole grains can be called good sources. And
those that have 16 or more grams of whole grains can
be called excellent, which is how the company describes
the cereals on its labels.
A spokeswoman for the Food and Drug Administration
said that it "would have to look at the entire package
and context in which it appears to see if the statements
are false and misleading." Last May, General Mills asked
the agency to create a federal standard based on the
levels the company is using.
Whether General Mills cereals are good or excellent
sources of nutrition, Dr. Stampfer of Harvard said that
adding whole grains to a cereal like Trix "doesn't make
Trix a health food." He added: "I hope I am not being
interpreted saying that Trix is a good healthy choice
for eating. Would I recommend Trix compared to steel-cut
oats as a choice for breakfast? No."