T he news that multi-seeded, low-glycaemic index (GI) bread can help with problems such as diabetes and cardiovascular disease is startling (pg 4). Thank goodness it comes from a proper scientific study published in the International Journal of Food Science and Medicine.
It makes perfect sense that if multi-seeded bread is low-GI and low GI products reduce the amount of glucose (sugar) produced in the bloodstream, then the bread will help diabetics. But the industry still needed that scientific paper. And it is not just a question of helping to prevent diabetes, but of the bread actually helping existing sufferers.
The growth of multi-seeded bread can be seen in Warburtons’ chart on page 26. It amounts to over 30% in one year. That figure is phenomenal. There is a real marketing story here. One that makes bread the ’good guy’ for a change.
Levels of Type 2 diabetes are soaring. Perhaps the good news about multi-seeded bread will mean that at last the government will be able to endorse breads. I hope the media will too. The Flour Advisory Bureau is already playing a key role in promoting the image of bread to the national media as I found out on a recent visit to Wright’s Flour mill where I had a marvellous day (pg 16).
Eating bread is one habit that is easy to change and I predict multi-seeded sales will continue to surge against plain white. And what excellent news for the market that a premium, added-value loaf can at last get the recognition - and price - it deserves. No-one is saying white is bad, just that multi-seeded and wholegrain is better for you.
Thankfully, the loaves also look good on the shelves. Before the recent news, bakers such as Andrew Whitley and Bells of Lazonby were making multi-seeded in organic versions under the famous Village Bakery brand. I hope their sales soar too because all pioneers deserve to benefit when something goes mainstream.
Customers of our columnist Tony Phillips might need some seeded bread to reduce their glucose levels after visiting his new venture! Tony has branched out and opened a chocolate and candy shop (pg 22). His delightful wife Barbara is awaiting a big operation in January so please join me in wishing her well.