New Stamp Calls Out Whole Grains

Food manufacturers have a new tool to showcase whole grain products — the 50%+ Whole Grain Stamp.

Launched by the Oldways Whole Grain Council in February, the new packaging symbol augments the 100% Stamp and Basic Stamp already in use on more than 11,000 products in 55 countries.

Nearly two-thirds of American consumers are making an effort to eat more whole grains, according to the 2016 Food and Health Survey from the International Food Information Council (IFIC). The new 50%+ Whole Grain Stamp makes the search for whole grain foods even easier for shoppers.

“Many consumers want to know that the grain products they buy are made primarily with whole grain,” said Caroline Sluyter, Whole Grain Stamp program manager at Boston-based Oldways. “That’s why we created the 50%+ Stamp — to designate products where at least half the grain is whole grain.”

Consumer research carried out by Oldways in 2015 showed high levels of intuitive understanding of this newest member of the Whole Grain Stamp family. In a census-adjusted survey of 1,500 shoppers, two out of three consumers immediately understood the message behind the 50%+ Stamp, and its presence also boosted understanding of the Basic and 100% Whole Grain Stamps.

Criteria for the 100% and Basic Stamps remain the same:

100% Stamp: All grain is whole grain; at least 16 grams whole grain per serving.
50%+ Stamp: 50% or more of grain is whole grain; at least 8 grams per serving.
Basic Stamp: At least 8 grams of whole grain per serving.

More than 400 companies currently use the Whole Grain Stamp on their products, and are welcoming the new option. Several companies — including King Arthur Flour, Tyson Foods, Hodgson Mill and Post Consumer Brands — plan to roll out the new symbol as soon as this spring and summer.