According to a survey commissioned by the Whole Grains Council and Unilever-owned brand Knorr-Lipton Sides, some 68% of adults in the US are unaware that they should consume at least three daily servings of whole grains, the daily intake recommended by the US Department of Agriculture.

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more


The survey also revealed that 47% are seeking easier and tastier ways to incorporate whole grain foods into their diet. But some 22% were unable to name any of the benefits of eating whole grains, and 28% of people who prepare food for others said they did not know the difference between whole and refined grain foods.


Knorr-Lipton Sides markets a range of pasta and rice side dishes made with whole grains.

Just Food Excellence Awards - Nominations Closed

Nominations are now closed for the Just Food Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Winning five categories in the 2025 Just Food Excellence Awards, Centric Software is setting the pace for digital transformation in food and FMCG. Explore how its integrated PLM and PXM suite delivers faster launches, smarter compliance and data-driven growth for complex, multi-channel product portfolios.

Discover the Impact