Consumers, in the last 2 years, have made a sizable change in their eating habits by choosing healthy food more often than earlier. Even though many of us were conscious & restricted the consumption of “junk” food, the pandemic opened our eyes & exposed our ignorance in relation to our food-choices & their implications. This space is seeing heightened excitement - with newer brands participating & increased competitiveness from existing ones. From making tall claims to big promises - food brands are now putting their best foot forward to be in the race to become “Healthy Favorites”.
With so many ‘healthy options’ available in the marketplace, it has become more difficult to decide what is Truly good over what seems to be Popularly good. But with rising awareness, consumers started looking for better ingredients in their food & one of the most salient ingredient attributes that got an uptick was that of “Whole grain”.
So, what is Whole grain by the way?
Whole grains include grains like Barley, Amaranth, Oats, Quinoa, Wheat, Rice, Millets, Buckwheat etc. But what makes them “whole” is the unprocessed nature of these grains over refined grains. The “whole” or unprocessed grain contains all 3 parts - the Bran, Endosperm & Germ. The Bran is the multi-layered outer skin to the grain which is rich in antioxidants, fiber & B vitamins. Next is the Endosperm which is the middle layer between the Bran & Germ of the edible kernel. It is loaded with carbohydrates & has protein and vitamins in little amounts. The most important part of the grain is the Germ which is the embryo containing B vitamins, protein, minerals & healthy fats. Overall, whole grains are known for their high nutrient contents especially protein and minerals like zinc, iron & magnesium.
The Grains can be crushed, rolled or cracked, but as long as they retain all the 3 parts they can be termed as whole grains. Refined grains are not “whole” as, during processing, they only retain endosperm which is mostly carbs. This is the reason why whole grain consumption has increased over refined grains.
From a health benefit perspective, whole grains help in
Less known fact: Did you know that Whole grains are suggested in diabetic diet?
This is mainly because of the two nutrients which help to reduce the risk of type2 diabetes - fiber & magnesium. Fiber helps slow down sugar absorption & manages blood sugar levels whereas Magnesium is known for its capacity to maintain insulin levels and also in metabolizing carbs.
How do you identify food with Whole grain?
While you may see many products with whole grain tags - it is important to check the evidence for it.
So how do you affirm the tag of whole grain?
So now, the next time you go out shopping for whole grains you know what to watch out for! Look out for brands that are “100% wholegrain Certified” and you are guaranteed the long term benefits it offers. With whole grain, you can even check for clean-label brands which mention the contents on labels without any complicated words or ingredients. This will help you choose the best for you & your family and lead a healthy life!
Stay True & eat clean!
Puru Gupta. Co-founder and CEO at True Elements (Globally recognised as ‘Clean Label’ and ‘100% Whole Grain’ certified)
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