US baker Baker Mills has launched a whole wheat brownie through retailer Safeway.
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The launch comes as US consumers look for more whole grain products. The double chocolate, whole grain brownie, dubbed Big Bear Brownies, is being sold in Safeway-owned stores, including Tom Thumb and Carr’s.
“People know that they need to eat more whole grains, but they won’t do it if they have to sacrifice taste. They don’t want cardboard,” said Baker Mills president Joel Clark.
Baker Mills, set up in 1995, is based in Salt Lake City, Utah.
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