While some fast food franchises like McDonald's and Burger King get hammered by health advocates for the fat content of their food, Blimpie is moving in the other direction.
It's signed an exclusive contract with General Mills to replace its sandwich bread with a new whole-grain wheat bread.
The Atlanta-based chain is betting that American consumers are getting fed up with the fat and are looking for a healthier alternative.
"Consumers want to eat healthier and take better care of their bodies," said Mark Mears, chief marketing officer for Blimpie International.
Whole-grain foods are suddenly in vogue. The new U.S.D.A. dietary guidelines recommend consuming at least three servings of whole-grain daily to maintain health and good nutrition.
One of Blimpie's new six-inch whole-grain bread roll equals one full serving of whole grain, and a 12-inch whole-grain bread roll equals two full servings.
Since the government issued the new dietary guidelines, the Whole Grains Council says sales of whole grain breads have increased by 18 percent. Blimpie says it is the first national fast food chain to make the switch to whole-grain bread.
According to the Whole-Grains Council, sales of whole-grain bread have increased 18 percent since the new dietary guidelines were introduced a year ago. Blimpie claims to be the first national chain in the quick-service sandwich category to switch to whole-grain wheat bread. Advocates hope it won't be the last.
"We've inherited an enormous whole grains gap," said K. Dun Gifford, President of Oldways Preservation Trust, a member of the Whole Grains Council.
"It's about 200 billion servings per year to meet even the minimum goal of three servings. We are inviting companies and food markets to step up to the plate and help close this gap as soon as possible."
Gifford says the nation needs "a kind of Marshall Plan approach" to deal with the worldwide obesity problem. He says bringing whole grains back into daily use is a big step in that direction.
According to USDA, whole-grain foods provide vitamins, minerals, carbohydrates, antioxidants, fiber and other nutrients, and have been shown to have an important impact on weight management and in reducing the risk of chronic diseases like diabetes and some cancers.
