The Health Ministry will allow bakers and bread manufacturers to use a “seal of approval” it has prepared on bread products made with whole grain flour. The new campaign, Ministry officials said, is aimed at increasing the consumption of whole grains, and specifically whole wheat bread, by Israelis.
The seal of approval is the first to be issued by Israel's Health Ministry for use in marketing and advertising. The seal will read “this product is recommended for consumption by the Ministry of Health as part of a nutritionally proper diet.”
The seal may be used on any product that uses whole grain flour as its main ingredient – including bread, pretzels, cakes and cookies, soup nuts and croutons, and others. The seal will be attached to approved products, and can be used in cafes, bakeries, and restaurants as well if they fulfill the Ministry's criteria.
In order to be approved to use the seal, manufacturers and bakers must produce products that contain at least 80% whole grain, with no more than 400 mg of salt per 100 gram of product. In addition, the product cannot contain more than 250 calories per 100 grams of product.