“One of the first undertakings of the Food and Nutrition Board was to assist in organizing a National Nutrition Conference for Defense. This conference took place in Washington, at the call of President Roosevelt, May 27, 1941. By that time standards had been fixed and established for enriched flour and certain other kindred products. Also the name enriched had been decided on.
The question of a name for the improved product had aroused discussion. The industries had favored a coined word that
could be copyrighted. The committee had preferred the word “restored” which would more adequately indicate the nature and direction of the changes made in plain white flour and white bread. The word ‘enriched’, however, was found most acceptable to the Food and Drug Administration and all parties subsequently agreed to it.”
Source: Bulletin of the National Research Council: Enrichment of Flour and Bread, A History of the Movement. Number 110, 1944. (full-text)