Kellogg banking on fiber as next consumer craze

Kellogg's brings us FIBER MADNESS:

The launch begins next month when fiber-enhanced Fruit Loops and Apple Jacks, two of the company's most popular children's cereals, replace the old versions on supermarket shelves.

The cereals were chosen to kick off the initiative because they are widely available and among the market's bestsellers, said Celeste Clark, Kellogg's senior vice president of global nutrition and corporate affairs.

"It's tough to get kids to get fiber and add it without compromising taste," Clark said.

The Detroit News

Kellogg adds fiber, hoping to bowl cereal consumers over

"Some 80% of Kellogg cereals will have at least 3 grams of fiber per serving by the end of 2010. That may sound small, but foods with 3 grams are rated a good source of fiber by the government. The fiber boost begins in August with kid-targeted cereals Froot Loops and Apple Jacks.

"The move is expected to rock the packaged foods industry, which is under pressure from consumers and lawmakers to boost food quality. The industry has recently begun embracing fiber-fortified products at warp speed."

USA Today

Fiber Being Pitched As Tasty, Sexy Even

Fiber, the chewy, gummy, indigestable substance that is said to promote both weight loss and regularity, is not known for its taste, but you wouldn’t know it from the industry’s latest spin.

BrandWeek