Rich's says the UBR (pronounced "oooooh-ber") is "freshly baked and made from 100% whole-grain oatmeal, wheat bran, and wheat germ."
Each 2.5-oz UBR contains 6 grams of fiber, 4 grams of protein, 2 servings of bread, 270 calories and zero trans fat. The UBR supplies 65 percent of a child's required daily allowance for whole grains, a significant portion of fiber and the same amount of protein as four chewy granola bars. Two new varieties are Razzberry Dazzle, a combination of raspberry and lemon flavor; and Cinnamon.
Rich's says the UBR fits within USDA's 30-10-30 guidelines for school meals, which means it contains 30 percent or fewer calories from total fat, 10 percent or fewer calories from saturated fat, and less than 30 percent sugar by item weight.
“We’re pleased that our product not only tastes great and is fun to eat, but has outstanding health benefits as well," says Gary Duszynski, Rich's director of foodservice bakery marketing.
"Parents and schools have a real challenge these days," adds Dr. Shirley J. Brown, Ed. D., SNS, Rich's director of national training. "Kids are always on the go and they love to socialize, so they seldom take time to eat healthy breakfasts. The UBR is the perfect solution. It's easy to eat on the run, it's delicious, and it's nutritious. Breakfast just got a little more fun and a lot more convenient. Now everybody has time to eat a healthy breakfast."
"Kids think of UBR as a treat,” says Duszynski. “Rich’s is a foodservice industry leader and we understand the breakfast challenges our customers face. We created this product to please both kids and those responsible for serving them a nutritious breakfast. Schools that add the UBR to their menus often see a jump in their breakfast program participation.”
Officials say school foodservice directors appreciate the freezer-to-oven convenience of the UBR -- with no thawing or proofing needed. The product (in 2.5 ounce and 1.5 ounce sizes) comes with a grab-and-go sleeve, which makes it suitable for serving on the main-line, at a kiosk, or even in the classrooms or on buses.
In sensory tests involving 372 elementary, middle, and high-school students in Buffalo, N.Y., and Dallas, more than 84 percent of participants gave the Cinnamon UBR the highest rating for taste, and more than 83 percent said they would "definitely eat" one if offered, says Rich's.
