Wednesday, June 10, 2009

Kellogg adds fiber

Over the past few years we have seen cereal manufacturers modify their recipes to make them more attractive to nutrition-conscious consumers, and to avoid the negative perceptions associated with some breakfast cereals. The latest is Kellogg, who just one year ago reduced sugar in some cereals. Now, they have announced that by the end of 2010 80% of their cereals will contain at least 3 grams of fiber. Apple Jacks and Froot Loops will be the first to experience this boost. This is somewhat similar to General Mills' decision several years ago to include whole grains in most of their cereals.

In reality, adding fiber (which will likely be the insoluble type) to cereals otherwise high in sugar, and artificial flavors and colors is somewhat disingenuous. Ultimately, it's nothing more than a marketing ploy.

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5 comments: said...

Hi, Lloyd – I recently read your blog post “Kellogg adds fiber.” I wanted to take the opportunity to give you some food for thought about why Kellogg is adding fiber to its cereal portfolio, along with some details about the kind of fiber Kellogg will be adding to its cereals.

As you note, last week we announced that we’re adding fiber to many of our ready-to-eat cereals in the U.S., as well as in Canada. A year ago we changed what and how we market to children and renovated a number of U.S. cereals, including reducing sugar and sodium. This announcement is another step in our journey to continually improve the nutrition profile of our products without compromising taste or quality.

So why the fiber? Research continues to show that fiber is essential to good health, yet nine of 10 Americans don’t meet the recommended intakes. And our significant fiber short-fall exists despite the recent dramatic increase in the number of products that tout “whole grains.” Since 2000, there has been a 1,344 percent increase in “whole-grain” products. Yet, we still don’t get enough fiber.

In fact, a recent survey shows that consumers don’t know where to get fiber and mistakenly believe that “whole-grain products” provide it. Americans understand that fiber is an important part of a nutritious diet, with 92 percent of consumers trying to get more fiber. Nearly 70 percent of adults are making an effort to increase the amount of fiber in their diets by eating more “whole grains.” Seventy-five percent of consumers expect products made with whole grain to be at least a good source of fiber.
The whole truth is that whole grain is simply an ingredient, while fiber is the nutrient we all need more of. A recent scientific study shows that the powerhouse nutrient in whole grain that is consistently linked to health benefits is fiber, yet many products called “whole grain” do not contain much fiber. The fiber content of whole-grain foods can vary greatly. Not all foods made with whole-grain ingredients are good (at least three grams) or excellent (at least five grams) sources of fiber. And some fiber-rich foods do not contain whole-grain ingredients at all. With this information, it’s easy to see why consumers are confused about which foods to eat to increase their fiber intake.

That’s why we’re beginning with our cereal portfolio. Since fiber is so important to children’s health, Kellogg is first increasing the fiber in many of our most-popular children’s cereals – beginning with Kellogg’s Froot Loops and Apple Jacks – which will begin to appear on store shelves in August in the U.S. These cereals will use a combination of fiber sources, including whole grain corn flour, whole grain oat flour, oat fiber and soluble corn fiber.

I hope this is helpful and would be happy to answer any questions you might have. Please let me know if you have any questions.

Best regards,
Cheryl Dolven, MS, RD
Director, Nutrition Marketing

Lloyd said...


Thanks for taking the time to provide an official statement.

marlo said...

OMG the cereal is horrible. I used to look forward to eating Apple jacks and fruit loops. Now i just skip breakfast

Steven said...

I'm eating it right now, it tastes no different to me. Kelloggs might not be the most nutritious of breakfast foods, but at least they're trying. Any step in the right direction is a good step. Just a little more effort would be appreciated. Maybe a bit more protein, less sugar, and more "filling" feeling considering the amount of calories consumed is substantial.

Anonymous said...

Interestingly, Froot Loops and Apple Jacks used to have only natural flavors, but the new Fiber versions add Artificial Flavors, WTF? I guess Kellogs forgot the 80's when the big buzz for moms was to avoid artifical flavors/colors in their kids' cereals...

I hope Kellogg's LOSES MARKET SHARE with the new fiber versions and returns to the old recipes. The new versions are just plain horrible and if you don't agree you are either lying, have no taste buds, or have never tried them before these horrible fiber alterations...

As for me I will not buy a box of the new stuff, it really is that bad. EPIC FAIL.