Sara Lee has agreed to specify the amount of whole grains contained in its Soft & Smooth bread after coming under fire from US advocacy group the Center for Science in the Public Interest.
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Since its launch in 2005, Soft & Smooth has been heavily marketed as offering the taste and texture of a white loaf while still containing “whole grain goodness”.
The Center for Science in the Public Interest had threatened to sue Sara Lee, maintaining that this claim was misleading because the bread is made primarily from refined white four.
Sara Lee has agreed to introduce new labelling that highlights the fact that the loaf contains only 30% whole grains and that two slices contain 10 grams of whole grain. US Department of Agriculture advice recommends daily consumption of 48 grams of whole grains.
“This settlement will help consumers comparison-shop among breads: plain white bread, breads like Sara Lee’s with 30% whole grains, and 100% whole wheat bread,” Michael Jacobson, the group’s executive director, said in a statement.
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By GlobalDataA spokesperson for Sara Lee told just-food today (22 July) that the company had been considering the move before the lawsuit was threatened.
“We are proud that our Soft & Smooth bread contains 30% whole grains and it gives consumers a great opportunity to get more whole grains into their diets without compromising taste and texture,” the spokesperson said.
