Going with the grain

Mintel International believes growth in artisan breads, which grew by 18 percent in sales between 2001 and 2003, is a continuing trend. Whole grain varieties were considered the key to growth, while refined flour-containing products have felt the impact of the low-carb trend.

"The low-carb phenomenon has made many industries sit up and take notice. I have never seen the food industry jump on board a fad as quickly as this low-carb craze," says Harry Balzer of NPD Group, Port Washington, N.Y. "Restaurant operators and food manufacturers are doing what they can to participate in this wave, but the truth of the matter is that low-carb will follow all the other trends, like low-fat. My advice, offer the low-carb product, but don't build the plant."

The tortilla sector had, by 2002, captured about 32 percent of the bread market, according to the Tortilla Institute. Tortillas use either corn masa or wheat flour (hard or soft tortillas), and the increased use of "wraps" instead of buns has brought the sale of tortillas to within a couple of percentage points of white bread. At the recent National Restaurant Assn. show, whole and multigrain tortillas were promoted by at least two companies.

Tumaro’s Gourmet Tortillas, Los Angeles, added new grains as well as additional flavors to its 8- and 10-in. tortillas. The tortillas have 6-7 net carbs. A spokesperson at the booth noted the wraps reduce carbs because they are thinner and also because the additional grains increase protein and fiber, which also improves the performance of the tortilla. Another high-fiber, multi-grain tortilla introduced at the Restaurant Show is from Damascas Bakeries, Brooklyn, N.Y. Both firms have developed tortillas or wraps to be cholesterol-free and to have zero trans fats.

U.S. long grain rice; photo courtesy of USDA/AMS.

Rice still rules as the major grain for feeding the world. Yields are up, and development of rice as a grain of commerce goes on. But it also is taking on other forms as ingredients in grain-based foods.

The only "whole grain" rice is the relatively unprocessed brown rice. It is becoming more popular as whole grain becomes more acceptable to consumers.

As gluten-free foods become more important, rice is offered as rice flour and rice starch. Because rice was one of the original grains examined by the Green Revolution scientists, its genome has been studied and ways to improve it nutritionally have gotten a great deal of attention. Golden rice, the bioengineered rice that contains enough vitamin A to prevent macular degeneration in emerging countries, has been extremely controversial, and hasn’t made it into the marketplace. Yet.