A description is given of a whitish whole flour and a process for producing said flour, whereby said process involves: (a) supplying a quantity of conditioned wheat grain; (b) fractionating the wheat grain to obtain endosperm, bran, and germ; (c) separating and distributing the endosperm, bran, and germ to allow them to be treated; (d) milling the endosperm that is obtained in step (c) in order to homogenize the particle size to approximately 150-180 microns; (e) treating the germ in order to reduce the reactivity of the lipids contained therein; (f) treating the bran obtained in step (c) by: (f-i) separating the stream of bran coming from step (c) in order to produce a fine bran and a coarse bran, and (f-ii) milling the coarse bran from step (f-i) in order to obtain a pulverized bran with a particle diameter of approximately 180 microns; (g) mixing the endosperm from step (d), the germ from step (e), the fine bran from step (f-i), and the pulverized bran from step (f-ii) in a measurable and controlled manner in order to obtain a whitish whole-wheat flour that consists of approximately 80.0% endosperm, approximately 17.5% bran, and approximately 2.5% germ.