To promote right choices in a volatile and dynamic marketplace by providing consumer education....

Bread and Butter


Bread and Butter go Desi

Multigrain breads are the daily diet of the middle class homes in India. 

Multi grain bread doesn’t mean whole wheat bread.

Multgrain bread may not mean a highly nutritious meal. 

Most consumers buy the bread from neighbourhood general stores.

Most users do not check the expiry date while buying.

There is no specific time or method for consuming bread.

Most of our consumers consume White bread.prior to now choosing the malti grain option.

They were earlier not aware of the difference between multigrain and whole wheat bread.

Wheat, Oat meal and Linseed are the common ingredients in all the samples.

The shelf life of some of the breads could not be read by the consumers.

In a 400gm pack there are around 20 pieces of bread.

Indians are used to the multigrain concept as they use it an daily roti mix as well

By optingfor the for the multigrain option, they believe that it is a better or a more nutritious option.

No one checked the faults before making the choice.

Multigrain bread is gaining popularity in India, where white bread was the only known bread for the past several decades. Multi grain bread is consumed only by the certain classes of the society, it is sure to make a clean sweep in the Indian bread market segment as the urban consumers are becoming health conscious and they are in want of time to cook nutritious food. Understanding the growing presence of multigrain bread on breakfast table in Indian homes, we conducted a survey of the various brands of multigrain breads that are available in the local markets and the preference of our consumers. We could recollect only three or four brands of multigrain breads, however we found that there are many lesser known brands and so we decided to test just 8 of the many brands of multigrain breads available in the market.

A few brands of butter were also included in the survey as an accompaniment to the bread. We found some interesting fact about how branded butter has gone desi in India.

What is multigrain bread?

Multigrain bread is made with multiple grains such as oats, wheat, barley, millet and flax. Some multigrain breads are also whole grain breads. Yet all multigrain breads are not necessarily whole grain breads and you should read labels carefully so that you know what nutrition youre getting. Also check the percentage of the mentioned and used grains. The first mentioned is usually the bulk.

If the words enriched wheat flour can be found near the top of the list of ingredients on a loaf of multigrain bread, means the product is not made of whole grains. Whole grains include the whole seed which is the germ, the bran and the endosperm sections. Refined grains, such as enriched wheat flour, have had parts of the whole grain removed. Whole wheat flour on the other hand is a whole grain as none of the parts of the grain have been refined, or removed. In actuality, enriched means that only a little of the many nutrients lost in the refining process was put back in the grain making it far less nutritious than whole grain or multigrain bread.

How to read the nutrition labelling?

Multigrain does not mean it uses the whole grain unless it says so somewhere on the label, and thus you miss out on the bran and the germ (which contain the bulk of the fibre and nutrients in a grain). Look at the fibre content of the bread and if it is 2gm or less per serving it is doubtful you are eating whole grain bread. Too often the multigrain is enriched white flour with grain/seeds added. But be sure to check the label for the first ingredient to be ground whole wheat. If your goal is nutrition, youll want to choose bread that offers a higher amount of fiber and a fairly low amount of sugar per serving.

Whole Grain vs. Whole Wheat vs. Multi Grain

In a whole wheat bread the outside, middle, and inside of the wheat grain was used in the product. Wheat is just one of several types of grain. That means that whole wheat is a whole grain – nutrients and fibre included.

In multigrain bread, more than one grain was used in the food. It has little to do with whether those grains are whole grains or not, so be wary of this term. Multigrain bread may have three to five different grains or it may have up to twelve different grains.

The best way to store bread is at room temperature, if it will be consumed within 3 to 4 days. Otherwise, it is good to store it in the freezer. It will keep there for a few months. Bread does not do well in refrigerator, because it dries out faster and becomes stale. Try to keep bread in the freezer, and take out only what is going to be used for the day.

What do grains contain?

Grains are composed primarily of carbohydrates, but the quantity varies according to the type of grain. Carbohydrates account for 65 to 90 percent of the calorie content of grain. Protein usually accounts for 7 to 15 percent of the calories and the fat content, contained wholly within the germ, makes up the remainder of the calories. Grains do not contain any saturated fat or cholesterol, which are linked to many health problems. Grains are a rich source of protein, but the type protein found in most grains lacks some of the essential amino acids that only can be obtained from animal sources.


When butter was distributed with bread, we thought it will be used as bread spread. However breads and butter are not the only combination in India. While bread was consumed in the form of bread pakodas, sandwich and toasts; butter was used for chapattis and to fry cashewnuts for Kheer. Though there was an ocean of relatively unknown brands of butter, we decided to survey only the three well known brands while Gowardhan, a new introduction for all our participants.

AMUL BUTTER is made from Butter, Common Salt, permitted natural colour- Annatto.

Expert Speaks

Major ingredients of bread used to be wheat flour (MAIDA, ATTA), sugar, vegetable oils, salt and yeast for fermentation. Multi-grain bread contains more than one type of grain. In multi-grain bread, wheat flour is partially replaced by various grains such as oats, barley, millets, flax, gram, sesame, etc.

White bread is major selling bread because of its white attractive look of slice. White bread is made of MAIDA (Refined wheat flour). As MAIDA contains less fibres so it is not digested easily in our digestive system. To overcome digestion problem whole wheat flour (ATTA) bread is better option because ATTA contains more fibres than MAIDA.

Another healthy option is multi-grain bread. Multi-grain bread is much better than the normal white bread mainly because it contains more fiber as well as good vitamins and minerals. Multi-grain bread is a very good source of complex carbohydrates. The carbohydrates that come from multigrain bread take less time to digest in human system.

Multigrain bread is costlier than wheat / white bread.

- Food Desk

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