Morrisons has become the first UK company to carry a healthy logo from the US Whole Grains Council.
The stamp, which flags up the wholegrain content of a product, will be rolled out initially on one bread line throughout its UK stores. Depending on consumer reaction to the logo, it could then be rolled out across its whole bakery offer.
"This product fits in within the general trend of healthy bread. The stamp pulls it out from the crowd," said Paul Morrow, managing director of Morrison's bakery ingredients supplier British Bakels.
The Whole Grains Council said the initative came just as wholegrain was gaining wider recognition and that it hoped to expand the initiative to more products and supermarkets.
The stamp, which first appeared on packaging in the US in 2005, now features on 1,800 product lines. The council claims 816 million products carrying the logo will be sold this year.
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