If anyone is going to “healthify” anything, it’s Gwyneth Paltrow and Goop. So it’s no surprise that the brand collaborated with a California bakery, Oat Bakery, on what they called “The well-being bread.” The vegan, grain-free, gluten-free and oil-free bread debuted at the end of April in a Instagram post by the bakery. “Dream collab” read the caption alongside a slideshow of photos of the bread, which is made with almond flour, buckwheat, arrowroot and chia seeds.
This isn’t the first time Paltrow and her wellness brand have touted “better for you” breads — both grain free It is full of whole grains. In fact, nutritionists say this is part of a larger trend. Here’s what you need to know.
What is wellness bread?
Outside of Goop’s effort, Julia Perlman, a registered dietitian and co-founder of JAM Nutrition, told Yahoo Life that “wellness bread” is a catchy term used for marketing purposes. “The word carries an attractive connotation, making consumers feel like they are making a healthy choice for themselves,” she says. “People are interested in ‘better-for-you’ breads because when there is a more nutritious alternative to something we consume regularly, it naturally piques some people’s interest.”
Brittany Werner, registered dietitian-nutritionist and director of coaching for an online nutrition coaching company, Working Against Gravity, explains that the term is most often used to differentiate from the standard, shelf-stable sliced breads found in American grocery stores. These long-lasting breads “contain flour, wheat, gluten and sugar. Alternative or “wellness” breads are fresh or less stable and made with ancient grains, seeds and almond flour,” she told Yahoo Life, noting that they take inspiration from bread-making processes in Scandinavia and other countries.
Some popular brands that would fall into the wellness category, although some may contain wheat, include Food for Life’s Ezekiel Bread, Dave’s Killer Bread It is Juliana Bakeryof keto and paleo-friendly options. “While these products may offer a grain-free alternative for those who are sensitive to specific food groups, using the term wellness is misleading,” says Werner. Not because wellness bread is unhealthy, but as Perlman says, having it on the label doesn’t necessarily make it “superior to other nutritious brands on the market.”
What makes wellness bread healthy?
These alternative bread options are not healthier because they are labeled gluten-free, grain-free or oil-free, according to Perlman. “Instead, their health value lies in the quality of the ingredients and the nutritional benefits they provide,” she says. “Ingredients like oats, nuts and seeds provide dietary fiber to aid digestion, while healthy fats can support satiety, heart health and brain function. Regular bread often contains added sugars that can raise blood sugar levels and increase the risk of heart disease when consumed in excess.”
Still, these regular breads aren’t inherently bad for you. “Since the Atkins craze of the 1990s”—which promoted a low-carb diet for weight loss—“bread has continued to have a negative connotation in the nutrition space,” says Werner. That said, she recognizes that not all breads are created equal. “When you compare the ingredients of some standard sliced white bread at the grocery store, you’re likely to realize that these products offer very little nutritional value,” she says. However, Werner adds: “All foods have a place in our diet in moderation.”
Do you need wellness bread?
While anyone can benefit from eating bread rich in fiber and other nutrients, gluten-free and grain-free wellness breads may only be necessary for people with food allergies or sensitivities. “Specifically, for someone with celiac disease For those who need gluten-free options, these breads offer nutritional advantages over other gluten-free breads that may be lower in fiber and contain added sugars and artificial ingredients,” says Perlman.
It’s also important to be aware of any allergies because many of these breads contain nuts and seeds.
“When choosing a nutritious bread, prioritize 100% whole wheat or 100% whole grain options over refined white breads,” says Perlman. “But at the end of the day, choose the bread that best suits your dietary preferences, dietary restrictions, health goals and budgetary considerations.”
