Do you think of these labels as being more or less interchangeable? Today, we’ll clear up some of the confusion around multi-grain and whole grain labels.
Do you think of these labels as being more or less interchangeable? Today, we’ll clear up some of the confusion around multi-grain and whole grain labels.
Here’s a little nutrition pop quiz for you: Which of the following do you think would be the healthiest choice? Whole wheat bread, whole grain bread or multi-grain bread? Or do you think of these labels as being more or less interchangeable? Today, we’ll clear up some of the confusion around multi-grain and whole grain labels.
Hello and welcome to the Nutrition Diva podcast, a show where we take a closer look at nutrition news, research, and trends so that you can make more informed decisions about what you eat! I’m your host, Monica Reinagel, and today we’re talking grains and all the different ways that they show up in our food supply
Being the nutrition-conscious type that you are, you’ve probably taken to heart the advice to choose whole grains as much as possible. But when you’re standing in the bread aisle, trying to get the shopping done, it’s easy to confuse similar-sounding terms like “multi-grain,” “whole wheat,” and “whole grain.” And, believe me, food manufacturers often use these somewhat slippery terms along with other tricks, to make a product look healthier than it really is.
In today’s episode, I want to clear up the differences between some of these terms, and show you how to quickly decode a label to know what you’re really getting. We’ll also touch on how gluten-free and grain-free products fit into the mix—because while these alternatives may be grain-free, they’re not always free of confusion.
And right off the bat, I want to acknowledge a little nuance that sometimes trips people up. When we talk about eating “whole grains,” it might sound like we’re only talking about grains in their intact form—like brown rice, farro, or wheat berries. And yes, those are truly whole, in the most literal sense. But much of the time, we’re talking about foods made from flour—like bread, cereal, pasta, or crackers.
So when we say “whole grain” bread, what we really mean is bread made from flour that contains all three parts of the grain: the bran, the germ, and the endosperm. That’s what distinguishes whole grain flour from refined flour (aka “white” flour), which has had the bran and germ stripped away. What you’re left with is mostly starch, and while that still provides energy, it’s not the most nutrient-dense package.
The nutrients you get in whole grain flour—like fiber, B vitamins, iron, magnesium, and antioxidants–support important functions in the body, from digestion to energy metabolism to heart health. And people who report eating more whole grains tend to have lower risks of a variety of chronic conditions, including heart disease, type 2 diabetes, and certain cancers.
But let’s temper that just a bit. Much of this evidence comes from observational studies, which can show correlations but not necessarily cause and effect. So when evaluating the health benefits of whole grains, we also have to consider what they’re replacing. People who eat more whole grains are likely to also be eating fewer refined grain products. So some of the benefit may come not just from what’s being added to the diet, but from what’s being left out.
And that’s a good reminder that food isn’t only about nutrition—it’s also about enjoyment. While whole grains may be more nutrient-dense, refined grains offer certain textures and flavors that many people genuinely enjoy. That’s not inherently a problem. I might choose to make my carrot cake with whole wheat flour because it works well in that recipe. But I’m definitely going to stick with white flour for my angel food cake. And because I’m not eating angel food cake every day, that’s not a nutritional crisis. For that matter, eating carrot cake every day wouldn’t be a great idea either—even if it’s made with whole wheat flour.
The bottom line is: the less frequently you eat grain-based products, the less critical it might be to insist on whole grains. And even if you’re choosing whole grains every time, portion size and added sugars still matter.
With that, let’s turn back to the labeling confusion around whole and multi-grain products—especially when it comes to breads, cereals, crackers, and other foods made from flour.
And the truth is that food manufacturers may leverage this confusion to make their products look or sound healthier than they really are. You’ll see health halo phrases like “stone-ground,” “100% wheat,” “multi-grain,” or “made with whole grain.” They may even use molasses or caramel coloring to mimic the darker color of whole grains. They’ll tweak the texture to feel denser or chewier—so it seems like it must be “heartier” or more wholesome. Unfortunately, none of those are reliable indicators that the product is actually made from whole grains.
A bread labeled “multi-grain,” for example, might just contain several different types of refined flours. Or more commonly, it’s made mostly from refined white flour, with just small amounts of other whole or specialty grains tossed in—maybe enough to sprinkle on top for visual effect, but not enough to significantly change the nutritional profile.
I’m sorry to be the bearer of bad news, but those multi-grain doughnuts? Probably not the nutritional powerhouses you’ve been telling yourself they are.
You might think that the amount of fiber on the Nutrition Facts panel might be a quick way to identify whole grain products —but that’s not always reliable either. These days, many manufacturers boost the fiber content of their products by adding functional fibers or resistant starches. That’s not to say those added fibers are bad for you—but they are not necessarily the same type of fiber you’d be getting from a whole grain product.
The only way to know for sure is to ignore the front-of-package claims and head straight for the ingredient list. Wheat flour can be listed in all sorts of ways, including “enriched, “unbleached,” “bromated,” and more. These are all varieties of refined white flour. The only term that tells you you’re getting the entire grain—bran, germ, and endosperm—is “whole wheat.”So if it just says “wheat flour,” assume it’s refined unless it explicitly says “whole wheat.”
One tool that can help—at least a little—is the Whole Grain Stamp you’ll see on some packaging. This is a third-party certification program from the Whole Grains Council, designed to help consumers identify products based on their whole grain content. But it’s important to understand that there are three different versions of this stamp:
So while this labeling system can be a helpful shortcut—especially if you're in a hurry—it’s still worth knowing what each version of the stamp actually means. As always, the ingredient list remains your best source of truth.
Before we wrap up, I want to briefly touch on how this all applies to gluten-free and grain-free products—because this can add yet another layer of confusion.
Many gluten-free breads and baked goods are made with a mix of gluten-free grains like rice, sorghum, millet, or oats. Most of these are almost always used in their whole grain form–rice is the exception. Some products use brown rice flour, which is a whole grain, but many use white rice flour, which has had the bran and germ removed—just like refined wheat flour. If you’re prioritizing whole-grains, you’d want to look for products that specify “brown rice flour”.
But gluten-free products also commonly contain ingredients like potato starch, tapioca, cassava, almond, or coconut flour. None of these are grains, so the whole grain terminology would not apply. But these grain-free alternatives vary widely in their nutritional value. Tapioca, potato, and cassava flours are essentially pure starch. Nutritionally, they function more like refined white flour than whole grains. Flours made from nuts and seeds (such as almond and coconut) have more nutritional value, but they’re not grains—and therefore, they’re not whole grains either.
If you’re curious about those types of ingredients and how they compare, I’ve done a separate episode that takes a closer look at gluten-free and grain-free flours. I’ll link to that in the show notes if you’d like to check it out.
And now, to wrap things up, here are a few quick takeaways from today’s episode: The more grain-based foods you eat, the more you stand to benefit from choosing whole grain versions. But don’t assume that terms like “multi-grain,” “100% wheat,” or even “made with whole grain” mean the product is entirely, or even mostly, whole grain. The only way to know for sure is to double-check the ingredient list. And, finally, while the Whole Grain Stamp can be a helpful shortcut, remember that it comes in different levels, Only the one that says 100% indicates a 100% whole grain product.
If you have a question you'd like me to answer, you can email me at nutrition@quickanddirtytips.com If you’d like to find out about having me speak at your next live or virtual event, you can learn more at wellnessworkshere.com
Nutrition Diva is a Quick and Dirty Tips podcast. Steve Riekeberg is our audio engineer, Brannan Goetschius provides script editing. Holly Hutchings is the Digital Operations Specialist and Morgan Christianson heads up Podcast Operations & Advertising. We also get indispensable support from Nat Hoopes. Thanks to all of them and thanks to you for listening!