Leading food manufacturers are increasing the fibre content of packaged groceries to appeal to health conscious shoppers and combat obesity, according to Datamonitor.
Its npd database - Product Launch Analytics – has recorded growth in the number of new food products touting high fibre contents in markets including the US.
Consumers have long known that fibre is ‘good for you.’ Now food makers are redoubling their efforts to increase the fibre content of many popular food products, say researchers.
In the US, the percentage of new food products claiming to be high in fibre increased from 5.2% in 2006 to 6.3% in 2008, says Datamonitor. Companies jumping on the high fibre bandwagon include multinationals like PepsiCo, Kraft, Campbell Soup, Kellogg and Dannon.
Datamonitor reports Kellogg’s Pop-Tarts brand is on-trend in this respect. Its new Toaster Pastries, recently launched in the US, feature 20% of a consumer’s recommended daily fibre intake.
Available in flavours including Brown Sugar Cinnamon and Frosted Chocolate Fudge, the pastries contain 16g of whole grains per serving. Kellogg’s Fibre Plus Antioxidants Chewy Bars are another high fibre line, delivering 35% of the daily requirement.
In a similar vein, Quaker Fibre & Omega-3 Chewy Oat Granola Bars, launched by PepsiCo’s in the US, are said to be an excellent source of fibre and omega-3.
Kraft, meanwhile, is hoping fibre can help energise its South Beach Living brand. In February Kraft added Fibre Fit Cookies and Fibre Fit Granola bars to its South Beach Living line in the US market.
Bread, crisps and yogurt are other food categories getting a helping hand from fibre, reports Datamonitor. Campbell Soup’s Pepperidge Farm unit has recently launched Pepperidge Farm Light Style Wheat Bread in an Extra Fibre version in the US.
It is claimed to contain 16% more fibre than the leading premium white breads and is made with whole grains.
Snyder’s of Hanover’s new MultiGrain All Natural Tortilla Chips also include whole grains and boast a higher fibre content than regular tortilla chips.
In yogurt, meanwhile, Dannon recently added a ‘With Fibre’ extension to its Activia Lowfat Yogurt sold in the US.
The role fibre plays in creating a feeling of fullness to control body weight is a factor in its growing popularity, says Datamonitor. And, although many of the new high fibre products do not make any overt weight loss or weight control claims, it may only be a matter of time before they do, say researchers.
Kraft Foods, for instance, recently added On The Go Hunger Satisfaction Drink Mix to its Crystal Light brand in the US. The powdered drink mix is said to contain 5g of fibre and 3g of protein per serving to help satisfy hunger.
Elsewhere, Tree Top Trim Enlightened Fruit Beverage from Tree Top is said to help promote a healthy metabolism and curb appetite with ingredients like L-Carnitine and Chromium.
In the Netherlands, Campina International recently unveiled its Campina Optimel Control Drink that is formulated to help consumers eat less without dieting. The fruit-flavored drink includes natural plant extracts said to activate satiety, causing consumers to eat less between and during meals.
Nestle is moving in a similar direction with its Nestle Sveltesse Saciante Yogurt Drink, available in Portugal and Spain. Datamonitor reports Sveltesse Saciante was created to give consumers a feeling of satiety and comes in a strawberry, apple and cereals flavour.