Whole Grain - The New USP for Food products??

A few years back a pack of bread use to be a pack of bread, today if you were ask for pack of bread you would be in turn asked if you want brown , whole grain, multi-grain and so on....

In fact at times I think we are also going in the American way of increasing choice for the consumer to the point of confusion, for people who want to know more about increasing choice and confusion could read Paradox of choice by Barry Schwartz....

But coming back to the Whole Grain/Multi Grain phenomenon in food products. Today health seems to be a plank on which every food manufacturer wants to climb on, be it the old Maggi or the new Horlicks foodles to even Kellogg's corn flakes. The idea is probably to work on the anxiousness of the mother who sees the child glued in front of the TV or computers rather than going out and playing, and the increasing consumption of pizzas, burgers, chips...

It doesn't help that obesity is “the emerging Indian epidemic”, and the problem is going to only increase in coming days, with the marketers held answerable at some point or the other. Globally health consciousness has increased but we as a society still see a fat baby and compliment him as being from a well-to-do family. In fact in many parts of country food needs to cooked in Ghee or at least as much oil as possible, acting as an indicator of the status of the household...

We would be needing a change in the way we perceive obesity and change our food habits drastically if we need to move on to become a more healthier nation and the whole-grain and multi-grain products seem more as a gimmick or at best a drop in the ocean...