ConAgra launches Ultragrain flour at retail
BakingBusiness.com, March 14, 2012
by Eric Schroeder

OMAHA — ConAgra Mills, Inc. is introducing Ultragrain All Purpose Flour and Ultragrain White Whole Wheat Flour at retail locations, a move the company said will make it “easier than ever for consumers to add whole grains to the recipes they already enjoy.”

Ultragrain is made from specially selected white wheat and milled with ConAgra Mills’ proprietary all-natural process. ConAgra said the flour is naturally milder and sweeter in flavor than other flours, and it delivers a softer, smoother texture and speck-free appearance.

Ultragrain All Purpose Flour has 30% Ultragrain whole wheat flour, giving it 9 grams of whole grain per serving and twice the fiber of other all-purpose flours, according to ConAgra. It is a cup-for-cup replacement for all-purpose flour in any recipe.

Ultragrain White Whole Wheat Flour has 100% whole grain nutrition and contains 30 grams of whole grain per serving and four and a half times the fiber of refined flour.

“As consumer awareness of whole grains reaches all-time highs, the time is right for innovation in the retail flour category,” said Mike Veal, vice-president of marketing for ConAgra Mills. “Ultragrain makes it easy for consumers to add whole grain goodness to the flour-based recipes they enjoy. Unlike whole wheat flours, or even white whole wheat flours, Ultragrain All Purpose Flour doesn’t require recipe adjustments and doesn’t change the look or taste of mainstream favorites. The simple cup-for-cup replacement with Ultragrain All Purpose Flour makes adding whole grain nutrition to any recipe easy, while still delivering the expected flavor, color and appearance.”

The new flour is available in 2-lb, 5-, and 10-lb bags.

ConAgra said it will support the brand’s launch with a major advertising campaign, including USA Today, Google, on-line couponing, national free standing inserts, and sampling at high-visibility regional events. Social media efforts also will be a key component by reaching food and baking bloggers, engaging fans on Facebook (facebook.com/ultragrain), and leveraging new recipe videos on YouTube.