Uncle Sam: The American Original

When it comes to thinking simple in the food business, there are many benefits. A short, uncomplicated recipe is less likely to have unpronounceable, unhealthy ingredients. There is, in short, less room to mess up. In the case of Uncle Sam, the vintage brand of high-fiber cereal, a four-ingredient recipe developed in 1908, stands the test of time.

"We take hard red winter wheat berries. Steam them with barley malt and salt. Roll them. Toast them. Then, we add flaxseeds," said Rob Hurlbut, CEO of Attune Foods, which is the parent company of Uncle Sam. "And that's it."

Until recently, Uncle Sam was advertised as a cereal
that aids regularity gently and naturally.

With 10g of fiber, 7g of protein, high levels of Omega-3s, and less than 1g of sugar per serving, Uncle Sam Original cereal keeps you satisfied. And the clean-cut ingredient list trumps all those cereals that contain added sugar, marshmallows, fruity bits, fake yogurt clusters, and nutrient-free flakes.

It all started when a doctor recommended that founder Samuel Coltrin add flaxseed to his diet. He combined Omega-3-rich flaxseed with toasted whole-wheat flakes and enjoyed it so much he wanted to market the combination. And, given his resemblance to our nation's mythical patriotic character, he named his new cereal Uncle Sam (or so the story goes).

Back to Basics

About seven years ago, the food industry found a way to develop novel, marketable, Omega-3-rich products. It triggered a mass-market phenomenon and became a multi-billion dollar concept called "functional food."

This vintage advertisement shows Uncle Sam cereal was once lauded for its high-fiber content and its role in regularity.

"People thought it was a revolution, a wave of the future. But as I started learning the history of Uncle Sam, I realized there's nothing new about it," Hurlbut said. "A hundred years ago, people were talking about food in the exact same fashion that we are talking about functional foods today. The reality is that the health benefits come from the basic food forms that have been around forever."

Fast forward 104 years, and Uncle Sam is still packaging the exact same recipe. Coltrin was ahead of his time — well before the popularity of incorporating flax into your diet for a heart-healthy inclusion.

"All of the early advertising for the cereal was about digestive health and the laxative properties of fiber," he said. "At that time, they didn't know about Omega-3s in flaxseed. They included flaxseed because they viewed it as a digestive lubricant, which is very interesting terminology."

And until recently, Uncle Sam was also touted as a "flaxative" cereal, a "regularity favorite," if you will.

Why It's Good for You

Research shows that whole-grain cereal offers protection against heart disease and diabetes, and significantly reduces the amount of cholesterol in the bloodstream.

In the 1950s, the marketing was decidedly medicinal, advertising Uncle Sam as the laxative cereal.

Americans are told to consume at least 50 percent of their grains as whole grains in order to reach the recommended 25 to 35 grams of fiber per day; however, very few meet this level. One of the easiest ways to boost your fiber intake is through whole grain cereals.

Grains consist of three major parts: bran, endosperm and germ. The bran is the outer layer of the grain that is rich in fiber and Omega-3 fatty acids. The endosperm is the main part of the grain, which is mostly starch. The germ, the smallest part of the grain, is a good source of vitamin E, folate and minerals.

When grains are refined in processed cereals, the bran and germ layers are generally removed, leaving only the endosperm. The traditional Uncle Sam method preserves all three layers to deliver the natural fiber, nutritional value, shape and flavor of the whole grains.

How to Sweeten the Deal

With high protein and fiber levels, and low sugar, the health benefits of Uncle Sam cereal are undeniable. But the notion that kids could stop eating sugary-sweet, brightly packaged, character-driven breakfast cereals and enjoy Uncle Sam, with all due respect, is probably unrealistic.

"In our view, kids' palates have been modified to expect sweetness beyond what they should be eating," Hurlbut said. "When many consumers first try Uncle Sam, it's a bit of a shock because they're so used to sweetened cereals. But when people buy a whole box, they quickly figure out ways to make it meet their requirements."

There are plenty of creative ways to incorporate Uncle Sam into your daily diet. If your favorite cereal doesn't fit the "best breakfast" bill, you can always mix cereals. Just add half a serving of Uncle Sam to your cereal of choice to boost the nutrient profile without sacrificing any of your favorite flavors. Sprinkle Uncle Sam on oatmeal or hot cereal for texture. Mix it into your trail mix, blend it into smoothies, or make it a secret ingredient in your homemade morning muffins and granola bars.

"Our typical consumer eats Uncle Sam with fresh fruit or yogurt," Hurlbut said. "They're using it as an ingredient to create a wonderful breakfast solution."

Whichever way you decide to eat it, Uncle Sam cereal can be the anchor of a healthy morning repast. Packed with whole wheat and flaxseeds, you're guaranteed a satisfying, heart-healthy bowl of deliciousness. As the old saying goes, "Breakfast is the most important meal of the day." Not to belittle lunch or dinner, but we have to agree.

Uncle Sam: We want you for breakfast.