48g of Daily Goodness!
Sandy Morreale, MBA, RDN, FAND
Nutrition Strategy and Communications
Shopping for Health Conference, April 2016
Agenda
Whole Grains Tutorial
 The Big Bite on Whole Grains
−
−
−
2015-2020 Dietary Guidelines for Americans
RD Insights
Consumer Insights
 Whole Grains for the Whole Day Toolkit
 Call to Action
2
Whole Grains Tutorial
Whole grains, or foods made from them, contain all the essential
parts and naturally-occurring nutrients of the entire grain in their
original proportions.
To qualify as whole grain, 100% of the original bran, germ,
and endosperm must be present in the finished product.
3
Examples of Whole Grains
•
•
•
•
•
•
•
•
Whole wheat
Whole grain corn meal
Whole grain barley
Whole rye
Brown and wild rice
Buckwheat
Oatmeal
Popcorn
4
Benefits of Diets High in Whole Grains
• Help protect against cardiovascular disease, including
coronary heart disease and hypertension
• Help manage Type 2 diabetes
• Help manage weight
• May reduce risk of developing certain cancers
Whole wheat flour provides a bundle of goodness
Carbohydrate,
including fiber
Protein
2 vitamins &
4 minerals
PLUS several non-essential
bioactive components present in
bran & germ
Note: Health claims for reducing risk of cardiovascular disease and cancer require specific nutrient criteria and language
according to food labeling regulations.
5
Communicating Whole Grains on Labels
• Whole Grain listed first on the ingredient line
– Represents predominance by weight
• Front of pack statement
− ‘Made with whole grain’
− ‘Contains’ a specific amount (‘8 grams whole grain per serving’)
• Whole Grain Product Stamp
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Quiz
7
To qualify as Whole Grain, what % of the original bran, germ,
and endosperm must be present in the finished product?
A.
25%
B.
50%
C.
75%
D.
100%
8
To qualify as Whole Grain, what % of the original bran, germ,
and endosperm must be present in the finished product?
A.
25%
B.
50%
C.
75%
D.
100%
9
How can products made with whole grain be
identified?
A.
Nutrition Facts Panel
B.
Ingredient Line
C.
Whole Grain Stamp
D.
Color
Choose all
that apply
10
How can products made with whole grain be
identified?
A.
Nutrition Facts Panel
B.
Ingredient Line
C.
Whole Grain Stamp
D.
Color
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Agenda
 About Whole Grains
The Big Bite on Whole Grains
− 2015-2020 Dietary Guidelines for Americans
− RDN Opinions
− Consumer Perceptions
 Whole Grains for the Whole Day Toolkit
 Call to Action
12
Whole Grains is a key recommendation in
Dietary Guidelines for Americans 2015-2020
A healthy eating pattern includes:
•
A variety of vegetables, including dark green, red and
orange, legumes (beans and peas), starchy and other
vegetables
•
Fruits, especially whole fruits
•
Grains, at least half of which are whole grains
•
Fat-free or low-fat dairy, including milk, yogurt, cheese,
and/or fortified soy beverages
•
A variety of protein foods, including seafood, lean meats
and poultry, eggs, legumes (beans and peas), soy
products, and nuts and seeds
•
Oils, including those from plants: canola, corn, olive,
peanut, safflower, soybean, and sunflower. Oils also are
naturally present in nuts, seeds, seafood, olives, and
avocados
13
Shift to Whole Grains! Americans eat more refined
grain and fall short on whole grain than recommended
Average Intakes of Whole and Refined Grains by Age-Sex Groups Compared to Recommended Ranges
 Choose grains at least ½ of which are Whole Grains
 Look for ≥8g per serving
 Shift from refined grain to whole grain choices
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Source: Dietary Guidelines for Americans 2015-2020, HHS/USDA.
Whole Grain and Fiber in crackers matter to RDs
Top 3 Cracker Attributes Important to RDs
Organic
Non-GMO
Good source of fiber
Contains whole grain
Made with 100% whole grain
Gluten-free
No high fructose corn syrup
No artificial preservatives, colors or flavors
Made with simple ingredients
0
20
40
60
80
Please indicate the top 3 product attributes for crackers that are most important to you. FNCE, October 2015.
15
Whole Grain, Fiber, Simple Ingredients
matter to SFH RDs
Top 3 Cracker Attributes Important to RDs and SFH RDs
Organic
Non-GMO
Good source of fiber
Contains whole grains
Made with 100% whole grains
Gluten-free
No high fructose corn syrup
No artificial preservatives, colors or flavors
Made with simple ingredients
0
10
20
SFH RDs
30
40
50
60
70
80
RDs
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SFH RDs cite lack of information as the
Whole Grain challenge
Greatest Challenge in Promoting the Whole Grain Message
No response
Other
Lack of consumer interest in whole grains
It is difficult to know how many grams of whole grains are
in a product serving
Need easy-to-use consumer info about whole grains
0
5
10
15
20
25
30
35
40
45
50
SFH RDs
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Quiz
18
How many grams of whole grains are
recommended per day?
A.
16 grams
B.
25 grams
C.
45 grams
D.
48 grams
E.
60 grams
19
How many grams of whole grains are
recommended per day?
A.
16 grams
B.
25 grams
C.
45 grams
D.
48 grams
E.
60 grams
20
What is the average whole grain intake per day
among Americans?
A.
<8 grams
B.
<16 grams
C.
<32 grams
D.
<48 grams
E.
<96 grams
21
What is the average whole grain intake per day
among Americans?
A.
<8 grams
B.
<16 grams
C.
<32 grams
D.
<48 grams
E.
<96 grams
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NABISCO has significantly increased the whole grain
content of its portfolio, while maintaining great taste
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Agenda
 About Whole Grains
 The Big Bite on Whole Grains
−
−
−
2015-2020 Dietary Guidelines for Americans
RD Insights
Consumer Insights
Whole Grains for the Whole Day Toolkit
 Call to Action
24
Toolkit aims to help consumers make the shift to whole
grains and increase awareness of whole grain products
“I never knew how much
we are supposed to have;
good to know and keep
track of; good to be able
to get grains easily and in
a healthy way.” Female,
Age 44, FL
Nutritionists recommend we consume 48 grams of whole grain throughout the day as part of a
balanced diet. From morning to night, Nabisco products can help you incorporate whole grains into
your diet with the delicious taste you want. No matter the time, it’s always a good time with whole
grains.
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Toolkit Key Messages
• Nutritionists recommend 48 grams of whole grains throughout
the day as part of a balanced diet
− at least 3 servings of whole grain foods per day (16g each)
• Average American falls short of this goal
− <16 grams whole grain eaten per day
• Obstacles are taste, in-store confusion, time and skill to
prepare whole grains
• Solution: NABISCO products made with whole grains
− are Delicious and Convenient!
− can be enjoyed throughout the day.
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Toolkit Content
Product Guide
Key Messages
Editorial Calendar
Demo Inspirations
FAQs
7 Day Guide to 48 g
Recipes
Shopping List
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Product Guide
28
Message Guide
29
Editorial Calendar
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Recipe Collection
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Demonstration Inspirations
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7 Day Guide to 48 grams
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Shopping List
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Frequently Asked Questions
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NABISCO provides solutions to help consumers meet
the 48 grams of whole grains goal
Solution
Barrier
•
In-store confusion
•
NABISCO products are easy to find in
the cookie/cracker aisle. Whole grain
content listed on front of pack.
•
Time-starved/Lack of culinary
skills
•
NABISCO products can be enjoyed
on their own or combined with other
simple ingredients. Quick and easy
to eat/prepare.
•
Perceived poor taste and
cost
•
NABISCO products are delicious and
affordable.
•
Seek trusted advice
•
NABISCO WGWD RD Toolkit provides
easy, engaging resources: Product
guide, Recipes, Tips.
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Quiz
37
How does average consumption of whole
grains compare to the daily recommendation?
A.
150%
B.
100%
C.
75%
D.
50%
E.
33%
F.
25%
38
How does average consumption of whole
grains compare to the daily recommendation?
A.
150%
B.
100%
C.
75%
D.
50%
E.
33% (<16g vs ≥48g
whole grain per day)
F.
25%
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Which products are Whole Grain choices?
A.
7-Grain Bread
B.
Oatmeal
C.
Popcorn
D.
TRISCUIT crackers
E.
WHEAT THINS snacks
F.
NEWTONS fruit chewy cookies
G.
belVita Breakfast Biscuits
H.
Quinoa
I.
Brown rice
J.
Bran
Choose all
that apply
40
Which products are Whole Grain choices?
A.
7-Grain Bread
B.
Oatmeal
C.
Popcorn
D.
TRISCUIT crackers
E.
WHEAT THINS snacks
F.
NEWTONS fruit chewy cookies
G.
belVita Breakfast Biscuits
H.
Quinoa
I.
Brown rice
J.
Bran
41
Agenda
 About Whole Grains
 The Big Bite on Whole Grains
−
−
−
2015-2020 Dietary Guidelines for Americans
RD Insights
Consumer Insights
 Whole Grains for the Whole Day Toolkit
Call to Action
42
Call to Action
• Encourage shifts to Whole Grains as part of a
balanced diet
• Offer ideas for Whole Grains at meal-time and
snack-time
• Demonstrate label reading for Whole Grains
• Sample Whole Grains to overcome taste obstacle
– March 30 is Whole Grain Sampling Day (sponsored by the
Whole Grains Council)
– September is Whole Grains Month (sponsored by the
Whole Grains Council)
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About Mondelēz International – Our Family of Brands
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Mondelēz International - Who We Are
• We are a global leader in snacking
• We create delicious moments of joy
• We believe a nutritionally adequate diet and
physical activity are critical for good health
• We donated more than 1 billion servings of food
since 1997
North America HQ:
East Hanover, New Jersey
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Thank You!
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