While innovating new products for members of the youthful “Snackification Generation,” U.S. Wheat Associates (USW) has simultaneously been working to develop and promote specialty wheat foods designed for Earth’s more experienced generation. The world’s older folks if you will. A catchy nickname has yet to attach to the fast-growing group of consumers over 65, but tags like “Snacking Seniors” and “Aging Appetizers” miss the mark. That’s because instead of crackers, cookies and biscuits, new variances of noodles and breads and pastries are at center of USW’s efforts to grow demand for U.S. wheat in markets with aging populations.