US food company ConAgra is launching a new brand of flour this summer which bakes and tastes like white flour, but contains 9g per serving of whole grains.
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The Healthy Choice All-Purpose White Flour with Whole Grains contains ConAgra’s Ultragrain flour which was previously only available to commercial food manufacturers. The flour is made from 30% Ultragrain which is blended with an enriched refined white flour.
The new product was unveiled at the 2006 Food Marketing Institute show, and will be available in selected Wal-Mart stores in Texas, Virginia and North Carolina from late-June, priced at US$2.29 for a five-pound bag.
“This flour strikes the perfect balance, with the taste most Americans want, and the whole-grain nutrition they know they need,” said David Palfenier, president of ConAgra Foods Grocery Foods. “The new Ultragrain flour blend has the quality people expect from Healthy Choice, with the cooking ease of traditional flour.”
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