Unlike white flour, whole wheat flour is made from grains without heavy processing. According to a study by Colorado State University, whole wheat flour can also lower blood cholesterol, offers a better source of fiber and contains more vitamins than regular white flour. ###Whole wheat flour isn’t without its downsides. It still contains gluten, and a large percentage of health-conscious consumers are avoiding gluten entirely — even if they don’t have celiac disease — rather than search for healthier flour applications. ###Wheat also contains a substance called phytic acid that binds minerals like calcium, zinc, iron and magnesium together and prevent them from being absorbed, which can cause bodily issues. Digestive health is top of mind for many of today’s consumers, so this may be another reason for consumers to reject flour out of hand. ###Because of these traits, its unlikely that reduced volumes of whole wheat flour will cause much of a stir among consumekirkland calcium citrate magnesium and zinc preciors. Many manufacturers are already transitioning away from gluten in their product formulas, or areamazon magnesium citrate liquid at least introducing gluten-free foomagnesium glycinate and citrated products to their portfolios in order to capture consumer interest. It may be wisecalcitrate with d for brands that tout healthy whole wheat applications to consider taking this route for future product innovations, as these trends are unlicalcium citrate vitamin d2kely to reverse anytime soon.