BOSTON — The Whole Grains Council has introduced a new packaging symbol to complement the 100% Stamp and Basic Stamp already in use on more than 11,000 products in 55 countries. The new 50%+ Stamp highlights products that contain 50% or more whole grains, with at least 8 grams of whole grains per serving.
“Many consumers want to know that the grain products they buy are made primarily with whole grain,” said Caroline Sluyter, program manager for the Whole Grain Stamp at Oldways. “That’s why we created the 50%+ Stamp — to designate products where at least half the grain is whole grain.”
Oldways said it conducted consumer research in 2015 that showed high levels of intuitive understanding of the new stamp. In a survey of 1,500 shoppers, 2 out of 3 consumers immediately understood the message behind the 50%+ Stamp, and its presence also boosted understanding of the Basic and 100% Whole Grain Stamps, according to Oldways.
The W.G.C. said the criteria for the 100% Stamp (all grain is whole grain; at least 16 grams of whole grain per serving) and Basic Stamp (at least 8 grams of whole grain per serving) remain the same.A total of 401 companies currently use the Whole Grain Stamp, which was introduced in the United States in February 2005 and began to spread worldwide in 2008. Several companies, including King Arthur Flour, Tyson Foods, Hodgson Mill and Post Consumer Brands, plan to roll out the new 50%+ Stamp this spring and summer, the W.G.C. said.