Health Update

by Ching M. Alano

Today’s consumers are becoming wiser — or should we say wheat-ier. The US being the trendsetter in the Philippines when it comes to food crazes (among other crazes), recent studies in the US say that consumers are now more health-conscious and look for nutritional value in their food.

US Wheat Associates, a private, non-profit organization that represents American wheat farmers in pushing for the consumption and patronage of US wheat varieties, recently invited Tim Sieloff, baking instructor at the American Institute of Baking, to the Bakery Fair 2007. Speaking before members of the local baking and food manufacturing industry on US baking trends (the doughs and the don’ts), Sieloff notes, “In the past, American consumers patronized products that tasted good, were convenient, and could be consumed on the go.”

Now, they want not just convenience and great taste but nutritional benefits as well from their food.

Nothing half-baked for these wise and wheaty consumers who are clamoring more and more for healthy food choices. Finding themselves in the pressure cooker (or the oven) is the American baking industry, whose four competing sectors — wholesale baking industry, in-store bakeries, food service bakeries, and retail bakeries — are working to address the consumer clamor for healthy and convenient products.

According to Sieloff, the wholesale baking industry, for instance, which mass-produces baked goods in foil packaging, are starting to fortify their products to ensure that consumers get nutrition from what was previously considered junk food. Companies are also working to improve shelf life so that consumers can stock up on products and need not worry about expiry dates.

Since the 1990s, food manufacturers have addressed the consumer demand for convenience via easy, microwavable items and individually packed food. Those perpetually on the go or on the run must be familiar with these convenience foods.

Says Sieloff, “Being constantly on the go changes a person’s eating habits and the fast-paced lifestyle is increasing the consumption of frozen goods, such as pizzas, cakes. cookies, and the like. Partially baked goods, such as buns, casseroles, and pies, which require the consumers to finish the baking process, are also being favored as these are considered freshly made in one’s own home.”

To match their fast-paced lifestyle, people are turning to faster food alternatives to complete meals, such as energy bars, high-protein drinks, and fast-food choices.

And then there are the two big issues of obesity and diabetes, epecially in children. With these in mind, health has become a vital trend in the baking industry. Companies are now taking nutrition to heart when developing products. For instance, hamburger/hotdog buns which used to be just white are now being made of whole white wheat or whole grain to add to their nutritional benefits. (But take note, the bun may be healthy but the artificially colored red hotdog is not.)

Fact is, riding on the low-carb craze, some fast-food chains have banned the bun. Burger King came up with its bunless burgers. Carl’s Jr. stripped its burgers of bread and wrapped them instead in lettuce. TGI Friday’s introduced its bunless cheeseburgers and its loyal patrons could only smile and say, “Cheese!”

Sieloff points out that snack cakes, like sponge cakes and cup cakes, are now being made into just 100-calorie snacks. Next time you have a snack attack, you may be reaching out for a puffed wheat cake.

And now comes a healthy doughnut — believe it or not! Reeling from the low-carb craze that nearly starved the company’s coffers, Krispy Kreme Doughnuts Inc. has introduced a 100-percent whole wheat doughnut that’s got only 180 calories (a typical Krispy Kreme donut would be between 200 and 350 calories). Here’s the nutritional breakdown: one donut (48g) — 180 cal; 19g carb (10g sugar, 2 g fiber); 11g fat (3g saturated, 3.5g trans); 2g protein. This healthier donut has a caramel flavoring and comes in Krispy Kreme’s original glaze.

Krispy Kreme senior VP of marketing Stan Parker assures Krispy Kreme’s horde of devotees that the new Krispy Kreme whole wheat glazed donut “delivers the delicious taste customers have come to expect from us,” minus 20 or so calories.

This whole wheat donut is now available in Krispy Kreme stores all over North America.

And what are consumers saying about this?

Says one not-too-delighted donut nut, “Krispy Kreme sells donuts, not health!”

The whole truth about whole wheat is that in its natural, unrefined state, wheat contains a chockful of important nutrients — it is a very good source of dietary fiber and manganese, and a good source of magnesium. And here’s one more big reason to go whole wheat: One study showed that those who consumed the most dietary fiber from whole grains were 49 percent less likely to gain weight vis-a-vis those who ate foods made from refined grains.

Meanwhile, in the US, nutritionists and government agencies are aggressive in their efforts to educate consumers on the importance of healthy food and including wheat in their diet.

According to Mike Spier, assistant regional director, South Asian Region, US Wheat Associates, “In the Philippines, US Wheat Associates has been promoting the importance of carbohydrates, specially wheat, known to be the body’s main source of energy. Incorporating more wheat into baked goods can make the products healthier without compromising their quality.”

Separating the wheat from the chaff, bakeries and manufacturing companies in the US are working hard to provide consumers with healthier food options by adding vitamins, fiber, and protein, and decreasing calories while retaining the products’ great taste.

Our local bakeries are happily following suit. Whole wheat pandesal, anyone?

Source: Philippine Star