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Joe LutzJoe LutzGeneral Mills, IncGeneral Mills, Inc

Health and Wellness

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Health Attributes of OatsHealth Attributes of Oats

Highest protein content with best Highest protein content with best essential Amino Acid profile.essential Amino Acid profile.

Linked to serum cholesterol Linked to serum cholesterol reduction.reduction.

Used to moderate the blood glucose Used to moderate the blood glucose levels of people with diabetes.levels of people with diabetes.

Source of antioxidants with nutritional Source of antioxidants with nutritional and medical implications.and medical implications.

Breeding/GeneticsAgronomics

Seed Growers

Milling

Elevators

CONSUMER

Processing

Oat Value Chain Economics:Oat Value Chain Economics:

VarietyRegistration

Grain Markets

Marketing

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Reduce Cholesterol

Nutritious

Women’s health

Performance

Soy beverages

Examples of General MillsHealthy Products Marketing

Whole GrainBenefits

Reduced Sugar

OrganicsOpportunitiesOpportunities

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FDA Health ClaimFDA Health Claim21 CFR 101.1821 CFR 101.18

Soluble fiber from certain foods and Soluble fiber from certain foods and the risk of coronary heart diseasethe risk of coronary heart disease

Diets that low in saturated fats and Diets that low in saturated fats and cholesterol and that include soluble cholesterol and that include soluble fiber from whole oat foods may fiber from whole oat foods may reduce the risk of coronary heart reduce the risk of coronary heart disease.disease.

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FDA Health ClaimFDA Health Claim21 CFR 101.1821 CFR 101.18

The food product shall include one or The food product shall include one or more of the defined whole oat more of the defined whole oat foods and contain at least .75g of foods and contain at least .75g of soluble fiber per reference amount.soluble fiber per reference amount.

The food shall meet the nutrient The food shall meet the nutrient requirements of a low fat food requirements of a low fat food (CFR 101.62).(CFR 101.62).

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FDA Health ClaimFDA Health Claim21 CFR 101.1821 CFR 101.18

DefinitionsDefinitions

ββ-glucan-glucan TDFTDF

Oat BranOat Bran >>5.5%5.5% >> 16% 16%

Rolled Rolled OatsOats

>> 4.0% 4.0% >> 10% 10%

Whole Whole Oat FlourOat Flour

>> 4.0% 4.0% >> 10% 10%

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FDA Health ClaimFDA Health Claim21 CFR 101.6221 CFR 101.62

Low fatLow fat

The food product shall contain less The food product shall contain less than 3g or less of fat per than 3g or less of fat per reference amount.reference amount.

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The Ideal Cheerios Oat The Ideal Cheerios Oat CropCrop

ββ--glucanglucan

>>5.0%5.0%

TDFTDF >> 12.5%12.5%

OilOil << 7.5% 7.5%