White pan bread also climbs in month.

Consumers seeking out the healthiest foods increasingly are choosing newer alternatives that are not whole wheat.

Labels will now state percentage of grains that are whole grains.

Mr. Efron is the company’s first chief brand officer.

A majority say they are trying to consume fiber.

Figure still well below historical averages.

Sodium, potassium and whole grains join fiber and sugar.

The transitional standards focus on whole grains, milk and sodium reduction.