Wheat Bread

“Consumers are good at saying what they like, not why,” said Elizabeth Uriyo, vice president of R&D at Horizon Milling, during a press conference at IBIE 2013.

Horizon Milling study: What drives consumer liking of whole wheat bread?

By Maggie Hennessy

Although consumers vary widely in their sensory preferences when it comes to whole wheat bread, certain characteristics in whole wheat flour—such as decreased bitterness and increased sweetness—improve liking among most consumers, according to multi-year...

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