ConAgra Mills ® is waking up the retail flour aisle with its better-for-you line of all-natural white whole wheat flours—Ultragrain ® All Purpose Flour and Ultragrain White Whole Wheat Flour—that deliver the fiber and nutrition of whole grain, with the taste, texture and appearance of refined flour. The new products leverage Ultragrain’s mainstream appeal, making it easier than ever for consumers to add whole grains to the recipes they already enjoy.
While traditional whole wheat flours or other white whole wheat flours can be gritty and bitter, Ultragrain is made from specially selected white wheat and milled with ConAgra Mills’ proprietary all-natural process, resulting in the smoothest whole wheat flour on the grocery shelf. Naturally milder and sweeter in flavor, Ultragrain delivers the softer, smoother texture and speck-free appearance consumers prefer while providing the goodness of whole grains.
“As consumer awareness of whole grains reaches all-time highs, the time is right for innovation in the retail flour category. Ultragrain makes it easy for consumers to add whole grain goodness to the flour-based recipes they enjoy,” says Mike Veal, vice president of Marketing, ConAgra Mills. “Unlike whole wheat flours, or even white whole wheat flours, Ultragrain All Purpose Flour doesn’t require recipe adjustments and doesn’t change the look or taste of mainstream favorites. The simple cup-for-cup replacement with Ultragrain All Purpose Flour makes adding whole grain nutrition to any recipe easy, while still delivering the expected flavor, color and appearance.”
The new flour brand package emphasizes the Ultragrain logo and clearly highlights its nutritional advantages. In testing, Ultragrain brand flours delivered significant consumer purchase intent. Ultragrain brand flours are available in two varieties —both providing whole grain nutrition and more dietary fiber than refined white flour—in convenient two-, five-, and 10-pound bags:
- Ultragrain All Purpose Flour tastes and bakes like refined white flour, but is the only all-purpose flour blended with 30 percent Ultragrain whole wheat flour, giving it 9 grams of whole grain per serving and twice the fiber of other all-purpose flours. It is a cup-for-cup replacement for all-purpose flour in any recipe.
- Ultragrain White Whole Wheat Flour has 100 percent whole grain nutrition with the taste, texture and appearance of refined flour. It offers 30 grams of whole grain per serving and four and a half times the fiber of refined flour.
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