Is there any hard data on consumer preferences for whole white wheat?
A. Several research projects have studied this issue, and research is ongoing. One such study at Wichita State University compared hamburger buns made from whole white wheat, red whole wheat, and refined red wheat. Overall acceptance favored the whole white wheat over either alternative. In fact, 55% of respondents said they would “definitely” or “probably” purchase the whole white wheat buns, versus 46% for the red whole wheat and 40% for the refined wheat buns.
