Consumer interest in whole grains has attained a new high. It follows that the desire to proclaim whole-grain content and benefits has also hit new heights.
So, what types of whole-grain claims can foods carry?
FDA advises that the terms “whole grain” or “whole wheat,” in the name of a food, generally mean it is made entirely with whole-grain flours. It generally construes “whole grain” as “100% whole grain.” A “whole-wheat” bagel is made entirely from whole-wheat flour, for example, and a “whole-grain” pizza has a crust made entirely from wholegrain flours.
FDA allows statements like “100% whole grain,” “10 grams of whole grains” and other factual, quantitative statements, as long as the quantity is not expressed in a manner that magnifies nutritional significance. Don’t muddle statements about the contents of a whole carton with that of a single serving.
Options for describing wholegrain content are more limited. FDA cautions against using descriptors for the whole-grain level, like “excellent source,” “good source” or “high,” as it considers these implied nutrient-content claims for fiber. This precaution applies to “made with” and “contains” statements—FDA finds these imply the food is a good source of dietary fiber.
If a whole-grain food meets the requirements for “good source of fiber,” can it claim “good source of whole grains”? It is unclear. These whole-grain claims sound like nutrient-content claims, and FDA is undecided if whole grains are nutrients or an ingredient category. The agency only permits nutrient-content claims for nutrients with a reference daily intake (RDI) or daily reference value (DRV). Whole grains have neither. (See the recent guidance document, “Whole Grain Label Statements,” at www.cfsan.fda.gov/~dms/flgragui.html, for more details on permitted claims.)
FDA is reviewing various approaches to providing useful information on whole grains. Unfortunately, the agency will likely take several years to produce a final policy. This is a little exasperating in light of the 2005 Dietary Guidelines, which recommend eating 48 grams of whole grains per day. The Dietary Guidelines are to “be promoted by each federal agency in carrying out any federal food, nutrition, or health program.”
Benefits associated with whole grains include weight loss, reduced risk of heart disease and certain cancers, as well as better diabetes maintenance. To put health claims on labels requires either FDA authorization or a successful notification. Two health claims for whole grains—related to risk of heart disease and cancers of the lung, colon, esophagus and stomach—have been successfully notified to FDA. Both claims require the food contain at least 51% wholegrain ingredients by weight.
Although the limits on wholegrain claims may be frustrating, consumers are increasingly aware of the benefits of whole grains. For now, a short, factual statement describing whole-grain content may not only be the safest approach, but also the most rewarding.
Neal Fortin is director and professor at the Institute for Food Laws and Regulations, Michigan State University, East Lansing. For more information, visit www.iflr.msu.edu.or.www.foodlaw.org.