Whole grains are good for both the people and the planet.

Most whole grains are chewier than refined grains and some may have a nuttier flavor. Keeping our whole grain breads and other bread products delicious and tasty over time is a key priority for our innovation and quality teams. They work hard to improve the nutritional profile of our bread products by increasing the overall amount of whole grains and consequently fiber while slightly reducing the salt content. All while keeping the same great taste!

Whole grains are nutritious

Whole grains give you all the goodness of the grain in the same proportions as they are naturally grown in the field, bringing a unique combination of nutrients to our whole grain products.

  • The fibre-filled outer bran that supplies B vitamins, iron, copper, zinc, magnesium, and also bioactive compounds, such as plant stanols & sterols and phytoestrogens. 
  • The starchy carbohydrate endosperm that holds carbohydrates, protein, and small amounts of some B vitamins and minerals.
  • The nutrient packed germ – the core of the seed that is rich in healthy fats, vitamin E, B vitamins, and some bioactive compounds.

Data source


What is a Whole Grain?

Whole grains are so much more than fibre and so much better than refined grains when you look at it from a nutrient’s perspective. They offer a “complete package” of health benefits that we strip when we mill and refine the grains.

Every grain grows whole grain. But a grain is only whole grain if it has all three parts intact in their original properties.

  • The bran = fibre, vitamins and minerals
  • The endosperm = carbohydrates & vitamins
  • The germ = protein, vitamins, minerals & antioxidants

Milling strips away most of the bran and germ and leaves only the soft, easy-to-digest endosperm. Without the fibrous bran, the grain is easier to chew but the more we process the grain, the more we decrease its nutritional quality. Refining wheat creates fluffy flour, but the process strips away more than half of wheat’s B vitamins, 90 percent of the vitamin E, and virtually all the fibre*.


Whole Grains Council Stamp

The Whole Grains Council is a nonprofit consumer advocacy group working to increase consumption of whole grains for better health. The WGC’s many initiatives encourage manufacturers to create delicious whole grain products, and help consumers to find whole grain foods and understand their health benefits. The following Euro-Bake products were certified with the 50%+ Whole Grain Stamp:

  • 2 oz Whole Grain Roll – 834127006016 – 50%+ Stamp – 19g
  • 1 oz Whole Grain Roll – 834127003909 – 50%+ Stamp – 9g
  • Swiss Muesli Loaf – 834127006924 – 50%+ Stamp – 16g



Learn More About the Whole Grains Council