Fiber Tops List Of What’s Set To Sell

Trying to keep up with food trends can feel as futile as shoveling the driveway in the middle of a blizzard. But when there’s compelling evidence—or a break in the storm—it’s a little easier to follow the winds of change. And for the foreseeable future, the No. 1 trend is going to be foods high in fiber, and often that means whole grains.

“Fiber is really hot,” says Stacey Zawel, president of Zawel Health Collaborative in Hingham, Mass., and executive director of the Beans for Health Alliance. Indeed, Productscan Online reported in September that the percentage of new-product introductions making high-fiber claims has nearly doubled in 2004, from 2.5 percent to 4.2 percent.

Natural and organic food producers, such as Rudi’s Organic Bakery and Nature’s Path, market numerous whole-grain, high-fiber products. But even mainstream mainstays like General Mills, Sara Lee and Nestlé have launched high-fiber products in recent months. GM announced it would be reformulating all its breakfast cereals with whole grains. Nestlé’s Lean Cuisine brand is launching a line called Spa Cuisine, which contains lean meat, vegetables and whole grains; and Sara Lee has rolled out new high-fiber varieties of Earth Grains bread.

One reason for the rising interest in whole grains and high fiber is the decline of the low-carb diet fad but continued interest in weight control. “Y’know, fiber’s the whole story there,” Zawel says. People “are moving away from simple carbohydrates and toward complex carbs, which means fiber.” Adding punch is the U.S. Department of Agriculture’s August report on dietary guidelines, which emphasizes the ability of whole grains to reduce the risk of heart disease and type 2 diabetes, and help with weight control. Consumers are urged to eat at least three 1-ounce servings daily of whole-grain foods, “preferably in place of refined grains.”
by Laurie Budgar
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High Fiber Health