Rude Health is a small company with big dreams: to change the nation"s eating habits and revolutionise farming. Making tasty food - Life"s too short to eat food you don"t enjoy. Making healthy food - don"t over-process anything into unnatural shapes and textures, and don"t introduce refined sugars or fortifications. Sustaining you - There"s an old saying: "Breakfast like a king, lunch like a prince and dine like a pauper." A bowlful of Rude Health will put a bounce in your step until lunchtime and a Rude Health snack will keep you going until dinner. Sustaining the planet - There"s no point being rudely healthy on a sick planet. So Rude Health works to minimise packaging, and to grow ingredients where they grow naturally. And never, ever using GM. This sprouted wholegrain flour is made from red wheat, a variety of wheat that is rough and rustic, perfect for sourdoughs and other breads that pack some real punch. Its kernel retains plenty of the bran, so it"s high in fibre, too.