ConAgra Mills® Introduces Revolutionary New Line of Ultragrain® Brand Flours at Retail

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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