Retailers pitch "better for you' in the bakery

Similarly, West Valley City, Utah-based Harmons calls out its seven-grain and whole-wheat artisan breads that are made from local organic flour. The two breads are the only items in the bakery to carry the retailer's "dietitian's choice" label, which denotes the healthiest items in the store, according to Ashley Quadros, the dietitian assigned to Harmons' bakery program. "Consumers today are more aware and more educated about their food than ever before and they want to know what they are putting inside their bodies and their families' bodies. If they can't pronounce the ingredient or don't know what it is, they don't want to consume it," she said. "Households purchasing these products for specific dietary needs want to easily find the products, and the average shopper does not want to inadvertently select an item they didn't intend to purchase," said [Matt Lally]. "On the other hand, items promoting added benefits such as "omega-3' or "clean labels' can have a broader appeal and should not be separated."