Whole-grain health claim offers opportunities.

The U.S. FDA's authorization of a new health claim allows food companies to promote the heart-disease-fighting and cancer-fighting health benefits of whole grains on packages of breakfast cereals as well as other qualifying whole-grain foods. Only 1% of what the average American eats comes from whole-grain foods, but the federal government hopes the new whole-grain health claim will change that.

The new health claim is the first that endorses a single food in the fight against two chronic diseases: cancer and heart disease. Manufacturers of whole-grain foods or foods that contain 51% or more whole grain ingredients, such as whole-grain wheat or oats, can use the following health claim on product labels: "Diets rich in whole-grain foods and other plant foods and low in total fat, saturated fat and cholesterol may reduce the risk of heart disease and certain cancers."

University of Minnesota scientists (Department of Epidemiology, 300 West Bank Office Building, 1300 S. 2nd St., Minneapolis, MN 55455) studied 34,000 postmenopausal women and found that their eating at least one serving a day of whole-grain foods significantly reduced the risk of death from all causes, compared to women who ate almost no whole-grain products. They speculate that if people ate at least one whole-grain product each day, deaths from heart disease and cancer in the overall population could be cut by 8%.

General Mills (Minneapolis, MN) petitioned the FDA to permit the new health claim because it makes the largest volume of whole grain cereals. Breads and breakfast cereals provide the bulk of whole grains in the U.S. diet. The new health claim will make it easier for consumers to identify foods that are rich in whole grains-a task often difficult to accomplish by appearance alone. In a new nationwide survey, 91% of Americans say they want more whole grain foods in their diet, but 70% admit they are confused about which foods are actually made with whole grains.

Currently, only 7% of the population is eating three servings of whole grains a day. In addition to protecting against cardiovascular disease, research has shown that consuming whole-grain foods is associated with a reduced risk for colon, rectal, gastric, endometrial, oral, pharyngeal, tongue and esophageal cancer. Research shows that those who habitually ate whole-grain products each day had about a 15% to 25% reduction in death from all causes, including heart disease and cancer.

Further information. David Jacobs; phone: [phone]; fax: [phone]; email; [e-mail].