Flours and Cereals


Flour is an important raw material in many of our traditional culinary products. Baked products, sweets and pasta all have this ingredient in common that has different types distinguishable by their grain size and nutritional content. Let’s look at the types of flours and cereals found in our Misura product recipes.

100% Whole Wheat flour

Whole wheat  flour is an unrefined flour, obtained from the direct milling of the whole wheat grain, leaving its main nutrients intact. It is considered more complete because it contains the entire grain in all its parts: the heart of the grain rich in starch, the bran rich in fibre and the germ rich in fat and micronutrients.

The Misura FIBREXTRA products contain 100% whole wheat flour.

Type 2 Wheat flour

Known also as “semi-whole wheat “ flour, it is a flour characterized by a higher bran content compared to type I, 0 and 00 flours with more fibre and wheat germ. It is a flour that has excellent nutritional characteristics and is easier to process compared to whole wheat flour.

Type 0 Wheat flour

More refined compared to the two previous flours, it is the flour that comes from the innermost part of the wheat grain. It has a lower quantity of micronutrients compared to the type II and whole wheat flours.

Ancient Grains flour

The Ancient Grains are flavourful varieties known to man since ancient times and have remained original because they are nearly the same. These ancient grains include Buckwheat cultivated since the 10th century, Cappelli durum wheat first grown in Southern Italy and Quinoa, cultivated for more than 5,000 years in the Andean high plains.

You will find all the great taste of ancient grains in the Misura MULTIGRAIN products!

Soy flour

Soy is a legume widely used as a food source, a source of vegetable protein. It is one of the foods richest in protein that exist in nature. There are many foods sold that use soy as an ingredient, such as its flour, very similar to the flour extracted from grains. It can be used like normal flour and cooking for the preparation of pasta, biscuits, sweets and bread.
It is gluten-free, so it is a valid alternative for celiacs. In addition, international studies have shown that one of the properties of soy is that it is able to lower LDL cholesterol, (“bad cholesterol”) by circa 10-15%*. Therefore, a godsend also for our arteries!

The soy used by Misura in its products is only Italian NO GMO soy.

(Source* www.fondazioneveronesi.it)

Maize flour

Known as the main ingredient in polenta, not everybody knows that the maize flour is used for many preparations such as pasta, bread and baked goods in general. This flour comes from the milling of maize so it is a food that contains mineral salts like iron and phosphorus; moreover, it is gluten-free so it can be eaten also by people who are allergic or intolerant to gluten (when used without contamination from other foods).

Rice flour

Basmati rice, black rice, typical white rice: there are truly a lot of types of rice. Certainly one of rice’s properties is that it is easily digested. Rice flour, also like maize flour, is highly appreciated by those who want to or must eliminate gluten from their diet.

A curious fact: in addition to its use in cooking, rice flour was used already in ancient Egypt for making facial masks and detergents!

Amaranth flour

Amaranth is considered the gold of the ancient Incan and Aztec peoples. It has very small, flavourful grains but it does not belong to the Gramineae family. Due to its properties, it may be useful to add it to your diet to provide a good alternative to type 0 and type 00 flours; it contains carbohydrates and amino acids and it is a good source of vitamin E.
The flour made from the seeds of this extraordinary plant (the color of which vary from golden to brown, from pink to white) is an excellent ingredient for those who follow a gluten-free diet.

A curious fact: due to its high nutrient value, it has been chosen for the astronauts’ diet and grown during space trips.

Oat flour

A cereal with precious properties, largely used not only in cooking but also as an emollient in galenic preparations. An ally of the stomach and intestines, it helps maintain the equilibrium in our gastrointestinal system thanks to the presence of fibres among which betaglucan, with well-known anti-cholesterol action. It is a source of slow digesting carbohydrates for which it provides long-term energy to our bodies.


An ancient grain rich in properties belonging to the ancient cultivations of the gramineae family (dating back circa 8,000 years). With modern development, it was gradually replaced by common wheat and durum wheat but recently it has become more widely used for its health benefits: it has a high protein content, low in fat and rich in fibre and mineral salts.


Barley is a very ancient grain, containing micronutrients such as phosphorus, niacin and thiamine. Thanks to its betaglucan content, it also helps to control cholesterol. In stores, we find pearled barley, dehusked barley, and whole barley, but it is also used as a natural sweetener (barley malt).