The other part that's always tricky is the creative control because it's not in a brand's nature to relinquish control--they're used to making commercials, which are very controlled and highly manipulated 30-second spots that paint a pretty picture of their brand.
"There are a lot of products out there that use tricky wording so you believe it's whole grain when it's not, " says Cynthia Harriman, director of food and nutrition strategies at the Whole Grains Council, a subsidiary of the nonprofit food advocacy group Oldways Preservation Trust.