Pizza is always a crowd-pleaser, but your crust choice matters now more than ever. As demand grows for better-for-you options, whole grain, whole wheat, and multigrain crusts are attracting more interest from health-conscious customers. Here’s what you need to know about each type, plus how to use them to build interest and boost foot traffic.
70% of Americans consider whole grains beneficial to health and 73% think they should eat more whole grains. Those perceptions are driving behavior, too, as more than a quarter of Americans seek out whole grain claims like “100 whole grain” (29%) and “made with whole grains” (26%).
People love pizza. That’s just a fact. But pizza is often seen as a comfort meal, a convenience item, or something you can only enjoy on a cheat day. But with the right ingredients, pizza crust is pretty much the ideal vehicle for nutrient-rich ingredients like chicken, leafy greens, bell peppers, and tomatoes. And when you pair these toppings with a grainy crust, health-focused customers will be lining up for more.
Pizza dough made with whole grain means that the grain is present in the same form it started with. It’s complete (AKA whole) with its original parts: the bran, endosperm, and germ. These three parts contain all kinds of stuff the human body benefits from, like antioxidants, B vitamins, fiber, protein, minerals, and healthy fats.
Whole wheat products (like pizza dough) are made with just one type of whole grain. Like whole grain, it means the entire grain is present in the finished product. The difference is that “whole grain” can refer to many grains (like barley, rye, brown rice, or oats), while whole wheat refers specifically to wheat.
In other words, whole grain is the umbrella term, and whole wheat is one specific type under it. It’s like pizza compared to Neapolitan-style pizza.
Multigrain refers to a product made with more than one type of grain. While that sometimes overlaps with whole grain, the two aren’t always the same. Some multigrain products use whole grains, but others are made with refined grains, which are grains that have been processed to improve texture but strip away much of their fiber, vitamins, and minerals in the process. In short, multigrain can include whole grains, but it doesn’t guarantee them. It varies from product to product.
The consumer perception of multigrain dough is positive, and it can be a “healthy” choice, but experts suggest not assuming multigrain = good for you. Nutrition pros invite consumers to read labels to be sure that what they’re eating matches their preferences. At AK Pizza Crust, we provide detailed ingredient lists for all our products so you can answer your customers’ questions. Tip: If the word “whole” appears before the grain type and the grains are among the first ingredients listed, the crust contains whole grain.
We’re not doctors, so we’re not going to answer “yes” definitively. However, there is plenty of research that supports the idea that grain-rich foods are good for you. Consider the following:
We also believe that all pizza is beautiful, and that whole grain, whole wheat, and multigrain aren’t the only ways to enjoy food that nourishes your body. Enriched flour, even if it’s not whole grain, can contribute to a wholesome diet.
We might not be able to make absolute claims about health, but we can talk about flavor. Whole grain (including whole wheat) and multigrain crusts each bring distinct flavors, textures, and chew compared to traditional white flour dough.
When putting grainy crusts on your menu or website, or educating staff so they can sell pizza to customers, wording can do a lot of legwork. Try:
At AK Pizza Crust, there’s no limit to what we can create together. We offer whole grain and multigrain dough balls as well as custom crusts that empower you to create recipes that are uniquely yours. We always prioritize your goals, too, whether you’re solving for specific nutritional guidelines, streamlining operations, or improving consistency across shifts and locations (or all the above).
Still hungry for knowledge? Explore our guide to pizza crust types, like thick, thin, Brooklyn, Detroit, boardwalk, and more.