In response to evidence of inadequate fibre and magnesium intakes across the Canadian population, the most recent edition of Canada’s Food Guide included a recommendation for increased whole grain consumption. However, whole grain labelling on food packaging remains voluntary and unregulated. The aim of this research was to examine the nature of nutrition guidance provided by whole grain labelling in the Canadian marketplace through a survey of front-of-package nutrition-related marketing in three supermarkets and a detailed examination of nutrient content, ingredients, and price of breads. Whole grain promotion occurred on relatively few products, predominantly among processed foods, and it frequently appeared in conjunction with references to other nutritional characteristics. The whole grain labelling observed was not misleading with respect to highlighting products with whole grain ingredients and higher levels of fibre and magnesium content; however, products with whole grain labelling were less likely to be lower in price.

In response to evidence of inadequate fibre and magnesium intakes across the Canadian population, the most recent edition of Canada’s Food Guide included a recommendation for increased whole grain consumption. However, whole grain labelling on food packaging remains voluntary and unregulated. The aim of this research was to examine the nature of nutrition guidance provided by whole grain labelling in the Canadian marketplace through a survey of front-of-package nutrition-related marketing in three supermarkets and a detailed examination of nutrient content, ingredients, and price of breads. Whole grain promotion occurred on relatively few products, predominantly among processed foods, and it frequently appeared in conjunction with references to other nutritional characteristics. The whole grain labelling observed was not misleading with respect to highlighting products with whole grain ingredients and higher levels of fibre and magnesium content; however, products with whole grain labelling were less likely to be lower in price.