Whole grains have become big business. 2010 marked the biggest year ever for whole grain product launches in the U.S., according to market research. More than 650 products were launched in a slew of food categories — cereal, rice pasta, pizza crust, waffles, soup and even beverages. Both the 2005 US Dietary Guidelines, which advise everyone over the age of 9 to eat 3 servings a day of whole grains, and the Whole Grain Stamp program have made shoppers more aware of whole grain selections.
More than 4,400 foods now display the Whole Grain stamp. The stamp can be used by food manufacturers on foods providing at least 8 grams of whole grain, which equals a half serving. The 100% Whole Grain stamp is used on products providing at least 16 grams of whole grain, equal to 1 serving. These symbols make it easier to find whole grain foods at a glance when shopping.