Kelly Brownell, director of the Rudd Center for Food Policy and Obesity at Yale University and a frequent critic of food companies, applauded Kraft for making the change, but he worried that consumers might fall into what some call the "Snackwell effect." When these low-fat cookies were introduced in 1992, many consumers used the low-fat billing to give themselves license to eat unmodest amounts. Like whole-grain Chips Ahoy and Fig Newtons, Snackwells are not low in calories.
"The population certainly needs more whole grains, but the optimum delivery vehicle is not cookies," Brownell said. Still, Margo Wootan, nutrition director of the Center for Science in the Public Interest, gave Kraft credit for adding some nutrition to what was previously empty calories.
"It's impressive that Kraft was able to do two 100 percent whole-grain cookies," Wootan said.
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