I was skeptical of this product at first; I thought it was a gimmick, maybe white flour with some bran added. But this is real whole wheat, made from a softer wheat than regular WW flour. I use it all the time because it is virtually identical in mouth feel to white flour but has all the nutrition of whole grain. If you're trying to convert your family to whole grains, try mixing it 50/50 with white flour. Because this flour is nearly white, they probably won't even notice. It works equally well in yeast breads, quick breads, and even cookies, but I'd use WW pastry flour for cakes. Like all KA products, it is top quality.