| September 8, 2004,
as reported by just-food.com: As the low-carbohydrate
phenomenon reaches saturation in the food and beverage
industry a new health trend is emerging--fiber. According
to Productscan Online a Naples, NY-based database of new
products fiber-enriched is the newest buzz word among
food producers.
For the past fours years, the percentage of new food
and beverage products making high fiber claims in North
America has been stuck at around 2.5%, but the latest
research from Productscan Online reveals that this has
increased to 4.2% in 2004, as of the end of August.
"At the end of August, a federal dietary guidelines
advisory panel recommended at least three servings of
whole grains daily. Assuming that this recommendation
is adopted for the revised Food Pyramid in the U.S.,
it should encourage the introduction of more fiber-rich
foods," said Tom Vierhile, executive editor of
Productscan Online.
Fiber Fever is catching on
Giants of the packaged food industry, including Kellogg
Company, Kraft Foods and General Mills could have the
most to gain from the emerging trend.
"All three companies have a lot at stake as the
government turns up the heat in the war against obesity
and tries to change American eating patterns,"
said Vierhile. “An emphasis on fiber could help
consumers forget about the fading low-carb trend while
helping the packaged food giants restore the health
credentials of some of their core offerings.”
General Mills’ Oatmeal Crisp Triple Berry Cereal
is now available in the US. The cereal is said to have
a combination of real blueberries, sliced strawberries
and whole raspberries that were picked at their peak
plus the whole grain goodness of toasted oats and wheat
flakes. The company says Oatmeal Crisp Triple Berry
is made with heart healthy whole grain oats, is a good
source of fiber, and is low in fat.
And in Canada, Kellogg Canada has paired up with George
Weston Bakeries to introduce two breakfast cereal-branded
high-fiber breads that could be a sign of things to
come in the bread market. All-Bran Breakfast Loaf Bread
and Two Scoops Raisin Bran Whole Wheat Breakfast Bread
provide 9 grams of fiber and 7 grams of fiber per serving,
respectively.
Pasta makers also appear to be primed to jump on the
high-fiber bandwagon. Hit hard by the low-carb trend,
pasta could stage a rebound with products like new FiberPast
Pasta, an Italian import that is new to the US from
Monte San Vito, Italy-based I.P.D. s.r.l. via Mercatale.
FiberPast is claimed to have double the fiber content
of whole-wheat flour and all of that extra fiber is
said to reduce fat and carbohydrate absorption by the
body. New Ronzoni Healthy Harvest Whole Wheat Blend
Pasta is available from Harrisburg, PA-based New World
Pasta. The pasta is touted in ads as being low in fat
and sodium and a good source of fiber.
"The challenge for all packaged food makers is
to make processed food "better for you" by
not processing out natural nutrients and high fiber
products are one step on the road to accomplishing this,"
concluded Vierhile.
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