• Brandweek, Friday, February 27, 2009 10:45 AM

Tapping into consumer demand for both whole grain and convenient meal preparation, Mars is launching Uncle Ben's Boil-in-Bag Whole Grain Brown Rice, Elaine Wong reports. It is the first whole grain version for Uncle Ben's, which has been selling boil-in-bag rice products since the 1980s.

Advertising plays up the fact that each serving contains 48 grams of whole grain, the daily amount recommended by current U.S. Department of Agriculture guidelines.

The U.S. Food and Drug Administration last year extended the whole grain health claim to include brown rice. "While brown rice has always been a whole grain, this approval now allows it to receive the nutritional recognition it deserves," says Sean Silk, marketing director for Uncle Ben's.

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