Ultragrain Whole Wheat Flour to appear at retail

by Jeff Gelski
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OMAHA — ConAgra Foods, Inc. will make Eagle Mills 100% Ultragrain White Whole Wheat Flour available at select grocery stores nationwide starting this spring. The flour’s taste, appearance and texture are similar to that of refined white flours, and the flour offers the same nutrition as 100% whole wheat, according to the company.

"Most Americans aren’t willing to sacrifice taste, appearance and flavor to get whole grain nutrition," said Phil Lempert, a food trends editor known as the "Supermarket Guru." "Today’s consumers want whole grain products to taste as good as the refined white flour products they know and love, and Ultragrain White Whole Wheat Flour is a perfect balance of what consumers need and want."

Ultragrain flour delivers 30 grams of whole grains per serving and 4.5 times the amount of fiber as refined white flours. It performs well when blended with refined flour. Consumers may use the Eagle Mills 100% Ultragrain White Whole Wheat Flour wheat flour to replace a portion of their refined flour in recipes ranging from cookies, biscuits and rolls to baked or fried chicken. Eagle Mills 100% Ultragrain White Whole Wheat Flour has a suggested retail price of $3.69 to $3.99 for a 5-lb bag.

ConAgra Mills already makes Ultragrain available to food manufacturers and food service operators.

"We have seen the success that food manufacturers and schools have had in changing their recipes to include whole grains using Ultragrain," said Mike Veal, vice-president of marketing for Omaha-based ConAgra Mills. "This retail package of Ultragrain is huge in that consumers can now add Ultragrain to their family recipes and increase the whole grain nutrition in the meals that their families already love."

Also at the retail level, Eagle Mills all-purpose flour that has 30% Ultragrain and 70% refined flour is available. It has 9 grams of whole grains per serving and works as a cup-for-cup replacement to other all-purpose flours. The suggested retail price is $2.99 to $3.49 for a 5-lb bag.

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