White whole grain?

Have you seen the Sara Lee ads for their new whole grain bakery products? They’re speaking such great words about the goodness of whole grain, and at the same time they’re playing up the fact that their products are white. (The one with children is especially curious to me because of the not-so-subtle suggestion that kids especially would of course ONLY like -- and be willing to eat -- white bread.) What in the world is white whole grain?

So I went online to read their exposition on whole grains. Unfortunately, it doesn’t explain how they accomplish the production of white whole grain foods.

So here’s what I wrote to their consumer affairs department:

I've read with interest your information about whole grains and have seen your advertising about whole grain products. My question is this: How do you accomplish the production of WHITE whole grain products? Are you using a new strain of albino grains? Or?

Thanks in advance for your reply,
Christine Macfarlane

My question to y’all is this: If you've seen this advertising what sense do you make of it?

I'll let you know what I hear back from Sara Lee...