Many in Quebec swear by white bread and have an aversion to whole wheat bread (called ‘pain brun’ by most) and whole grain bread because of the ‘bits’.
When PMB 2009 asked Canadians about the type of bread they consumed in the past week, it revealed that Quebeckers are far more likely to have consumed white bread than Canadians in the ROC. The reverse is true for whole grain bread.
Yet Quebeckers also recognize the importance of fibre in a healthy diet and look for it in the food products they consume. A 1999 report from Santé Québec entitled Nutrition in Québec – From theory to practice put the fibre issue this way:
Since the 1971 survey, the consumption of dietary fiber has increased slightly, from 13 to 16 grams a day. However, in its most recent recommendations, Health Canada advocates a gradual increase in the quantity of fiber in our diet and a number of experts go so far as to say that a balanced diet should provide about 25 to 30 grams of fiber a day.
Obviously, we are still not eating enough fiber. Women between the ages of 18 and 34, in particular, do not have nearly enough fiber in their diet. On average, 77% of women eat fewer than 15 grams of fiber a day. Moreover, 41% of men between the ages of 65 and 74 have too little fiber in their diet.
For the past few years, a new generation of white bread with whole grains has been offering the best of both worlds. The latest entry is from Boulangeries Gadoua and it’s packed with fourteen types of grains such as flax, barley and oats.
I don’t usually promote products on this blog but this time I can’t resist since Gadoua is our client and we assisted in the development of the strategy and created the campaign supporting its launch this week.
Here are the TV ads.
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