If you’re not reaching for whole wheat bread very often, you could be missing out on a host of health benefits.

Sara Lee Corp., one of ConAgra's larger customers, last month launched its Soft & Smooth bread, a loaf with Ultragrain that appears white, but is 30 percent whole grain.

Color preference End-users often prefer grain of a certain color such as the Chinese who prefer a red colored grain for the production of a popular alcoholic beverage, baijiu.