Seth Godin posts that multi-grain looking brown is the new black, pointing out that in order to reduce the impact of the Atkins activity and anti-bad carbohydrates consumer culture out there, bread companies have tried to refocus us on ‘healthy grains.’

And they’re trying to trick us. Seth notes:

Today at the supermarket I saw “whole grain” bread that had white flour as its main ingredient. Whole wheat english muffins that were less than half whole wheat. My favorite was a loaf of white bread that was actually colored brown with molasses and caramel color. “Hey, it’s not against the law,” they say, or, “hey, it’s what people want…”

Actually, that’s not true. What people want is not being tricked. Seduced, but not tricked.

Indeed.