BetterBread: developing novel milling processes for improved nutrition in white wheat flour without fortification.

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Founded in 1979, Shipton Mill (Shipton) is the largest UK organic flour mill and a Royal Warrant Holder that specialises in creating award-winning, natural, and organic flours. Sustainability is central to Shipton and the mill is 100% powered by renewable energy. All their packaging is plastic-free, and they work closely with local organic farms.Shipton is a highly successful milling company that consistently launches new and unique, award-winning flours. Shipton works alongside multiple large companies to innovate new products that have been very successful in the marketplace. Shipton is an integral part of a company group that includes other specialist bakeries, whom they have previously successfully collaborated with.The primary consumer motivations underpinning this opportunity include demand for:* cost-effective health benefits including increased nutritional value* 'all-natural', clean-label products with reduced/no added preservativesRegulations (Bread&Flour Regulations,1998) have been introduced to add calcium, iron, thiamine (Vitamin B1) and niacin (Vitamin B3) to all white and brown flour.Shipton will be collaborating with Aberystwyth University, a leading Welsh university, who will be supporting nutritional analysis during this project. With this project, Shipton and Aberystwyth University are seeking to improve the nutritional quality of flour by altering blend composition and implementing modifications to the milling process.The project will bring significant social and economic benefits to the UK and will further establish the UK as a leader in the flour and flour-based foods markets.