Whole grains have come a long way in the past few years, buoyed by delicious new food choices, changing consumer tastes and ongoing research touting their health benefits, including a recent study by the Harvard School of Public Health showing whole grains may contribute to longevity (JAMA Intern Med. 2015 Jan 5).

A decade ago, many people’s image of whole grains was similar to their view of a scuffed brown oxford-tie shoe: utilitarian, unexciting and most likely kept hidden at the back of the closet. Today, whole grains have bling, like a pair of Jimmy Choo shoes or some highly engineered basketball sneaker; they’re fashionable and exciting, seen everywhere in society—and highly susceptible to the latest trends.