Consumer confusion about wholegrain content and healthfulness in product labels: reply

[...]the letter said, ‘asking study participants to compare the WG content of two mixed-ingredient products is near impossible, because the information necessary for making that determination simply is not available’. [...]the letter said, ‘the hypothetical Whole Grain Stamped products used in the discrete choice experiment are not reflective of the products that carry the Whole Grain Stamp’. [...]with more subtle or implicit WG label statements, such as ‘multigrain’ or ‘wheat’ labelling, the percentage of products that are predominantly composed of refined grains may be even higher.