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Issue Date: Vol. 50, No. 8, August 2010, Posted On: 8/1/2010

Kraft Plans To Double Whole Grain In Nabisco Crackers

Emily Jed
Kraft, Kraft Foods, Nabisco crackers, whole-grain content, Wheat Thins, Honey Maid, vending, vending machine business, vending machine products, vending machine snacks, food trends, vending news

NORTHFIELD, IL -- Kraft Foods announced plans to significantly increase the whole-grain content in its leading Nabisco cracker brands. The food giant began to transform its cracker portfolio in August 2009 when it increased the whole-grain content of original and reduced-fat Wheat Thins from 5g. to 11g. per 31g. serving.

The company plans to increase whole grain in more than 100 products over the next three years. The amount of whole grain will double in original Wheat Thins, triple in Wheat Thins Toasted Chips and quadruple in Honey Maid original graham crackers. Additionally, whole grain will be added to Premium and Ritz crackers.

As a result of these improvements, products like Wheat Thins and graham crackers will be made with 100% whole grain.

Kraft invested in its flour milling technology and recipe development to find ways to add more whole grain to its cracker brands without sacrificing taste. It will use whole-grain wheat flour milled from the entire wheat kernel (bran, endosperm and germ) to offer whole grain benefits.

"Just adding whole grain can change a product's flavor and, in the case of crackers, can make them denser and grittier," said Carlos Abrams Rivera, vice-president of Nabisco crackers. "But the combination of the right recipe and ingredients can help us maintain delicious taste and texture while adding significant levels of whole grain."

Earlier this year, Kraft announced plans to reduce sodium by an average of 10% across its North American portfolio of products, including crackers.

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