Shredded Wheat

Shredded Wheat

March 23, 2010 12:41 ET

New Shredded Wheat Initiative Helps Canadians Understand What They're Eating

TORONTO, ONTARIO--(Marketwire - March 23, 2010) -

Editors Note: There are two photos associated with this Press Release.

For many Canadians, confusion reigns in the grocery aisle. Unlike foods such as milk, blueberries, eggs or broccoli which have just one ingredient, most packaged foods include numerous ingredients. Canadian consumers who take the time to read ingredient lists may find them long and confusing. This makes it difficult for people to understand what they're consuming and this confusion extends to the breakfast cereal aisle. An exception is Post Shredded Wheat cereal. It has just one, single ingredient: 100 per cent whole grain wheat.

This month, Post Shredded Wheat begins to raise awareness about the benefits of consuming healthy foods. The initiative includes postshreddedwheat.ca. This new, informational web site developed by nutritionists lists the ingredients of breakfast cereals; what they mean in layman's terms; plus serving suggestions on how to customize your Post Shredded Wheat breakfast.

"There is definitely a movement among Canadian consumers to take more control over their diets and eat healthier," says Mangala D'sa, Senior Brand Manager, Post Shredded Wheat cereal. "An easy way to begin is to consume foods that have just one single ingredient. This gives consumers control by letting them add the ingredients of their choice to create their own healthy dishes. People may not realize that Post Shredded Wheat contains just one ingredient – healthy 100% whole grain wheat. That means no added sugar or salt."

Understanding what is in your breakfast cereal is just one click away
In addition to helping consumers understand cereal ingredient lists and what they really mean, postshreddedwheat.ca provides Canadians with helpful nutritional information, including the benefits of whole grains. The website features a tool that allows you to add ingredients such as milk, strawberries and blueberries to your Post Shredded Wheat, and gives you the nutritional information for your favourite combination.

Starting in May 2010, Post Shredded Wheat makes it possible for Canadians to search "one ingredient" on Sympatico.ca to discover the latest news and information on the benefits of single ingredient foods and whole grains.

Heart and Stroke Foundation healthy choice? Check!
Now, Post Shredded Wheat bears the Heart and Stroke Foundation's Health Check logo. It's one way the Foundation helps Canadians eat well.

"The first step to a healthy diet is making informed choices," says Carol Dombrow, Registered Dietitian, Heart and Stroke Foundation. "We are delighted that Post Shredded Wheat has joined Health Check and that Canadians will be able to identify it as a healthy choice in the cereal aisle. With just one healthy ingredient – whole grain wheat – Post Shredded wheat is a high source of fibre and whole grains, low in fat and contains no added sugar or salt."

All Health Check products meet nutrient criteria developed by registered dietitians based on recommendations in Canada's Food Guide. More information is available at www.healthcheck.org.

About Post Shredded Wheat
Post Shredded Wheat has been made in Niagara Falls, Ontario since 1904. It has been a nutritious part of Canadian breakfasts for more than 100 years. Find more information about Canada's favourite single ingredient cereal at www.postshreddedwheat.ca.

Post Foods Canada Corp., a subsidiary of Ralcorp Holdings, Inc., is the manufacturer of iconic ready-to-eat cereal brands including Shredded Wheat, Shreddies, Honeycomb, Honey Bunches of Oats, Post Selects, Alpha-Bits and other great tasting cereals.

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