Milling Company Says Consumer Study Provides Insights On Whole Wheat Bread

A multi-year research program that included a survey and subsequent taste test has helped flour miller Horizon Milling better understand the reasons people either like or dislike whole wheat bread. Horizon said the findings will help it improve and innovate whole wheat bread. The survey involved 1,400 consumers who were asked about their attitudes and behaviors related to pre-sliced packaged breads. Three hundred sixty adults and 170 school children then participated in a taste test involving 25 different whole wheat breads. One finding was that particle size didn’t have an impact on the liking of finished breads – i.e., a finer particle size didn't mean higher overall liking scores.