Lantmännen Unibake Denmark Frozen reformulates recipes to add more wholegrain
At its Holstebro bakery in Denmark, Lantmännen Unibake Frozen has set an ambitious goal to ensure that every product will contain at least 6% wholegrain by 2030. The project is being rolled out in phases, following a clear approach. By gradually reformulating everyday favourites, the bakery is making wholegrain an easy, natural choice for consumers, without asking them to change their eating habits.
Bread is a natural source of wholegrain and dietary fibre, making it an easy way to reach recommended intake levels. Health authorities in the Nordics advise 90 grams of wholegrain per day, but six out of ten Danes still fall short. This is despite bread being part of most meals. Half of the population eat it for breakfast, nearly three out of four at lunch, and a quarter at dinner. That makes bread the single most important lever for improving wholegrain intake in Denmark.
This is why Lantmännen Unibake Denmark Frozen has set a clear target:
By 2030 at the latest, every product baked at the Holstebro bakery will contain at least 6% wholegrain in the finished product.
The transition is being rolled out in phases starting with branded products and, from 2026, extending to private-label items in close dialogue with customers. The first 13 product improvements were successfully launched in early 2025 following reformulation work and tests in 2024. In October 2025, 8 additional recipes were approved, set to reach foodservice operators and retailers in early 2026.
The process is driven partly by new product innovations, but primarily by reformulating existing recipes, explains Ditte Ryvang Østergaard, Product Manager and lead on the “Baking for Better Health” program at Lantmännen Unibake Denmark Frozen.
"By itself, we know that 6% is not a lot, and many of our products of course contain much higher wholegrain levels. But as we say, every gram counts in the efforts to reach the recommended daily intake."
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By using a health-by-stealth approach and adding small amounts of wholegrain into everyday products without noticeably changing the product quality, we can make excellent breads that give even the more reluctant consumers a little extra nutrition.
Several positive factors
The Lantmännen Unibake Denmark Frozen reformulation journey has already provided valuable insights. Adding wholegrain is not only about improving nutrition; it can also strengthen product quality and simplify processes in the bakery.
In several cases, the reformulated breads have shown more appealing colour, a more open crumb structure and a juicier bite. The doughs have performed as well as, or sometimes even better than, the reference products, countering the old belief that wholegrain makes bread less stable. Tests have also demonstrated that wholegrain can deliver equal or better volume and colour without compromising taste. During the reformulation work in Holstebro, salt levels are often adjusted slightly downward at the same time, further supporting healthier recipes. Together, these learnings show that wholegrain reformulation is not a compromise but an opportunity to deliver products that are both healthier and of consistently high quality.
“Scientific studies show that people who eat wholegrain products and follow a healthy lifestyle generally run a lower risk of heart disease. Wholegrain can also help reduce blood pressure and support weight management. That is why we are eager to innovate and make wholegrain a natural choice for more consumers. The health benefits are real, and it’s up to us as a leading bakery supplier to provide the right products,” says Ditte Ryvang Østergaard.
