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.

New ads from General Mills, Kraft and Kellogg put taste at the forefront while those other properties go largely unmentioned.

General Mills, for instance, is breaking a TV spot by Saatchi & Saatchi, New York, this week which makes the case for taste over health benefits. In it, a man with a bowl of the new Fiber One Frosted Shredded Wheat cereal runs into a neighbor walking his dog. He tells the passing neighbor that the cereal he is eating “tastes way too good to have fiber” and he is eating it only because his wife wants him to eat more of the substance. As the man asserts, “I eat what I want,” the neighbor nods, indicating that the man’s wife is standing behind his back. The commercial ends with the tagline, “Cardboard no. Delicious yes.”

Kraft, meanwhile, recently introduced two new line extensions to its South Beach Living brand: Fiber Fit cookies and granola bars. Online ads, created by Ogilvy & Mather, Chicago, tout the new products as being “high in fiber and bursting with flavor.”

Kraft rep Sydney Lindner said the launch coincides with consumer demand for more fiber options, but also “products that deliver fiber and taste great.”

Kellogg, similarly, will begin marketing its new FiberPlus Antioxidant bars with a TV and print campaign running this week that argues that tasty, fiber-laden snacks will contribute to a healthy lifestyle. Leo Burnett, Chicago, handles.

The push comes at a time when New Year’s resolutions are at their peak, and fiber, which is touted not just as a way to increase regularity but also for its ability to let consumers stave off hunger, has supplanted weight loss fads like low-carb, low-sugar and low-fat diets.

Sales of ready-to-eat cereals containing fiber shot up by 3 percent in a $6.6 billion category for the 52 weeks ending Dec. 28, versus the previous year, per IRI. Breakfast cereal and snack bars sales were up 3.9 percent for the same time period, comprising an industry worth $717 million.

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