ConAgra Mills® Introduces Revolutionary New Line of Ultragrain® Brand Flours at Retail
March 14 2012 - 8:00AM
Business Wire
ConAgra Mills® is waking up the retail flour aisle with
its better-for-you line of all-natural white whole wheat
flours—Ultragrain® All Purpose Flour and Ultragrain White Whole
Wheat Flour—that deliver the fiber and nutrition of whole grain,
with the taste, texture and appearance of refined flour. The new
products leverage Ultragrain’s mainstream appeal, making it easier
than ever for consumers to add whole grains to the recipes they
already enjoy.
ConAgra Mills(R) Introduces Revolutionary
New Line of Ultragrain(R) Brand Flours at Retail (Photo: Business
Wire)
While traditional whole wheat flours or other white whole wheat
flours can be gritty and bitter, Ultragrain is made from specially
selected white wheat and milled with ConAgra Mills’ proprietary
all-natural process, resulting in the smoothest whole wheat flour
on the grocery shelf. Naturally milder and sweeter in flavor,
Ultragrain delivers the softer, smoother texture and speck-free
appearance consumers prefer while providing the goodness of whole
grains.
“As consumer awareness of whole grains reaches all-time highs,
the time is right for innovation in the retail flour category.
Ultragrain makes it easy for consumers to add whole grain goodness
to the flour-based recipes they enjoy,” says Mike Veal, vice
president of Marketing, ConAgra Mills. “Unlike whole wheat flours,
or even white whole wheat flours, Ultragrain All Purpose Flour
doesn’t require recipe adjustments and doesn’t change the look or
taste of mainstream favorites. The simple cup-for-cup replacement
with Ultragrain All Purpose Flour makes adding whole grain
nutrition to any recipe easy, while still delivering the expected
flavor, color and appearance.”
The new flour brand package emphasizes the Ultragrain logo and
clearly highlights its nutritional advantages. In testing,
Ultragrain brand flours delivered significant consumer purchase
intent. Ultragrain brand flours are available in two varieties
—both providing whole grain nutrition and more dietary fiber than
refined white flour—in convenient two-, five-, and 10-pound
bags:
- Ultragrain All Purpose Flour tastes and
bakes like refined white flour, but is the only all-purpose flour
blended with 30 percent Ultragrain whole wheat flour, giving it 9
grams of whole grain per serving and twice the fiber of other
all-purpose flours. It is a cup-for-cup replacement for all-purpose
flour in any recipe.
- Ultragrain White Whole Wheat Flour has
100 percent whole grain nutrition with the taste, texture and
appearance of refined flour. It offers 30 grams of whole grain per
serving and four and a half times the fiber of refined flour.
Consumers have already been introduced to the Ultragrain brand
through successful products such as Azteca® Ultragrain Tortillas,
while restaurants and schools have enjoyed success with Ultragrain
PastaTM. Many ConAgra Foods® products are also made with Ultragrain
including Healthy Choice® frozen entrées and meals, Marie
Callender’s® frozen entrées and meals, Kid Cuisine® entrées, Chef
Boyardee® whole grain varieties as well as many other whole grain
products from top consumer-packaged-goods brands.
To further launch the Ultragrain brand to consumers, the new
line of flours is being promoted via a major advertising campaign
including USA Today, Google, online couponing, national free
standing inserts, and sampling at high-visibility regional events.
Social media efforts will also be a key component by reaching food
and baking bloggers, engaging fans on Facebook
(facebook.com/ultragrain), and leveraging new recipe videos on
YouTube (youtube.com/theultragrainchannel).
Consumers can find Ultragrain brand flours in select locations
of Costco, Wal-mart, Publix, H-E-B, SuperValu and more. For a
complete list of stores that carry Ultragrain, or to learn more
about the products, visit ultragrain.com. For retailers interested
in carrying Ultragrain brand flours from ConAgra Mills, please call
Dave Holmquist, Ultragrain Retail Sales Manager, (952) 896-8788 or
email Dave.Holmquist@conagrafoods.com.
About ConAgra Mills
ConAgra Mills is a brand of ConAgra Foods, Inc., (NYSE: CAG),
one of North America's leading food companies, with brands in 97
percent of America's households. Consumers find Banquet, Chef
Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt's,
Orville Redenbacher's, PAM, Peter Pan, Reddi-wip, Slim Jim, Snack
Pack and many other ConAgra Foods brands in grocery, convenience,
mass merchandise and club stores. ConAgra Foods also has a strong
business-to-business presence, supplying frozen potato and sweet
potato products as well as other vegetable, spice and grain
products to a variety of well-known restaurants, foodservice
operators and commercial customers. For more information, please
visit us at www.conagrafoods.com.
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