Interest in the health benefits of whole grains is continuing to rise globally and is reflected in levels of new product activity being recorded on the Innova Database, according to Innova Market Insights. The number of food and drink launches marketed on a whole grain platform rose nearly 10% in the 12-month period to the end of March 2010, equivalent to about 3% of total launches recorded over that timeframe. The U.S. continues to drive developments, reflecting the ongoing use of FDA-permitted health claims relating to heart disease risk reduction and whole grain-rich diets. For further information: www.innovadatabase.com