Article: Whole wheat with kid appeal.

Adults are more likely than children to choose whole wheat bread because they are aware of its superior nutritional benefits, and because they may find the grainy texture and flavor appealing. In contrast, refined white bread is often the choice of children.

Many products are labeled "whole wheat" to attract the health-conscious consumer but are made predominantly from refined white flour and relatively small amounts of whole wheat flour. Sometimes caramel coloring is added to enhance the brownish appearance of the products. Consumers who look at the ingredient statements often find, to their surprise, that whole wheat flour is not even the major ingredient.

Whole wheat ...

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