"There is no way Americans can [consume the AI] using traditional menus," says George Fahey, Jr., PhD, a professor of nutritional sciences at the University of Illinois. "Numerous studies have provided indisputable evidence that additional fiber in the diet helps to reduce coronary heart disease (CHD)." Since fruits and vegetables are mostly water, eating those types of foods is only one method by which to increase fiber, he extrapolates.

Another IFIC Foundation study, fielded in November 2005, found "about 48% of Americans are looking for the kind of statements that would be considered a nutrient content claim, and 30% are looking for diet-disease relationships," says Wendy Reinhardt Kapsak, MS, RD, director of health and nutrition for IFIC.

While fiber is a focus for marketers, consumers may not completely understand the importance of fiber in the diet, or be willing to make the necessary dietary changes to eat more of it. As evidence, Dieting Monitor®, also part of The NPD Group, reports that the percentage of people who looked for dietary fiber on package labels increased by only 0.5% to 22% between 2004 and 2005. First and foremost, shoppers are looking for something that tastes good.

When word hit the streets that the USDA would increase recommendations for whole grains and fiber, manufacturers began to "choc out" a slew of new products of varying "tastefulness."? For example, ConsumerReports.org (CR) reported that New World Pasta's Ronzoni-brand Whole Wheat Blend of Healthy Harvest Penne Rigate had an al dente texture like that of regular pasta.

A Passing Grade

"Without a definition, there are compounds that are not analyzed by accepted AOAC methods, but which may have physiological fiber-like benefits that cannot be termed 'dietary fiber,'"? informs Fahey. In the same manner, there are compounds that can be measured by AOAC methods and termed "dietary fiber" but may not have any known beneficial physiological effects.

Total fiber is the sum of "dietary"? and "functional fiber" (see sidebar: Definition of Fiber). Dietary fiber sources contain other macro and micronutrients. If [consumers] are eating fiber sources and are thinking of only [dietary] fiber, then they are shortchanging themselves," comments Fahey.

Nixing the Nitty Gritty

The WGC also sponsors the Whole Grain Stamp, three recently launched logos to help consumers identify which whole-grain foods are considered a “good source,� “excellent source,� or “100% excellent� source of whole grains.

“Whole grains are exploding all over the market. For a long time, consumers were more aware of fiber, but now you see the two forging ahead [together],� says Kapsak. Consumers see whole grains and fiber as similar ingredients, which is not entirely untrue. Eighty-eight percent of Americans view whole grains as a healthful ingredient, and 87% view fiber as healthful. “Their benefits are both readily recognized, but one challenge in terms of communicating the benefits of whole grains is that whole-grain foods might not necessarily be high in fiber, but might have benefits aside from fiber content,� informs Kapsak.

For example, each slice of Wonder White Bread Fans, a 100% whole-grain bread said to taste and appear like white bread, contains 16g of whole grains. However, that translates to only 2g of dietary fiber per slice. Nevertheless, the product also captures calcium and nine vitamins and minerals, and the packaging touts it as an excellent source of whole grains.

Resisting Cardiac Arrest

Insoluble fiber can lower legal calorie reporting requirements and increase satiety. Soluble fibers help lower blood cholesterol levels and control blood sugar. Resistant starch also is insoluble, but is fermented like soluble fiber, which gives it some of the health benefits of both soluble and insoluble fibers. However, for marketing purposes, “Most American consumers do not know the difference between soluble fiber and insoluble fiber,� reports Kapsak.

Beta-glucans, gums, mucilages (psyllium), pectins and some hemicelluloses are soluble fibers while cellulose, lignin, some pectins and some hemicelluloses are insoluble fibers (Marlett JA, J. Am. Diet. Assoc., 1992).

Maltodextrin, produced by the pyrolysis and controlled enzymatic hydrolysis of cornstarch, can have a prebiotic effect because it is fermented in the large bowel. In addition, it has all of the physiological qualities of a functional fiber.

Earth's Promise Nutrient-Rich Greens Supplement Drink Mix containing inulin from chicory root serves to increase energy, support digestion and help the immune system.

“Oats are the most recognized not because consumers know that it is a whole grain, but because they have heard about its health benefits over a long period of time,� Kapsak acknowledges.

Indeed, another IFIC survey, fielded in May 2005, reports when unaided, more consumers (17%) were aware that oats may be a food component thought to benefit high cholesterol/heart disease than they were aware about the same connection between fiber (5%) and whole grain (4%).

It seems the health benefits of oat fiber have generated a pronounced presence in the marketplace. The label of Quaker Essentials Oat Bran Cereal boasts that the product helps remove cholesterol, is low in saturated fat and is an excellent source of fiber with nine vitamins and minerals. A 57g serving size offers 6g of dietary fiber and 2g of soluble fiber.

The fermentation products of soluble fibers can include the following short-chain fatty acids (SCFA): acetate, propionate and butyrate. Among other things, they reduce the risk of colon cancer by lowering the colonic pH, which also inhibits pathogenic bacteria.

Consumption of foods containing natural RS may help to maintain a healthy colon by both increasing prebiotic potential, which increases beneficial bacteria by increasing SCFA, and butyrate production. “Increased SCFA can help rid the body of protein metabolites that are injurious to bowel health,� states Fahey.

Feeding the Microflora

“Prebiotic fibers are increasingly being recognized for their individual merits, including improving digestive health, reinforcing immunity and enhancing mineral absorption,� says Coni Francis, PhD, RD, scientific affairs manager for a company which supplies prebiotic ingredients.

Prebiotics are soluble fibers that promote the growth or activity of a limited number of probiotic bacteria. There is a difference between short-chain fructo-oligosaccharides (scFOS) and other prebiotics such as inulin. ScFOS help to reduce the level of pathogenic bacteria through competitive exclusion, improving immunity and overall well-being. Studies show that scFOS may be linked to the production of SCFAs in the colon, which may have a positive impact on a healthy cholesterol metabolism.

Inulin is not a fructo-oligosaccharide (FOS) because its chains exceed 10 units. It is a polysaccharide that has some prebiotic properties. Oligofructose, a mixed FOS, is the enzymatic hydrolysis product of inulin, consisting of mixed glucose and fructose-terminated chains, varying in length from two to seven. Prebiotic fibers do not generate a glycemic response and, therefore, can be easily incorporated into products targeting a low-glycemic index. Lactitol, a sugar alcohol, also functions as a prebiotic.

Polyol Wants a Cracker

For consumers, the certainty of why fiber is healthy may not be firm, but with a clear definition of fiber and diet-disease relationship labeling, they just might begin to digest it all. NS

Sidebar: Going Global

The U.K. division of Danone launched a new variety/range extension of Danone Activia in November 2005. The ingredient label for Danone Kiwi and cereal-flavored yogurts enriched with fiber advertises oligofructose and inulin as fiber sources. Wheat, oat and barley also are added to bring the fiber total to 3g per serving. In addition, Activia contains bifidus digestivum to aid digestion.

Fusilli pasta, a new variety of Buitoni brand pasta, was launched in Britain late last year and is said to contain as much fiber as whole-wheat pasta.

Nutrisa Fibrastasi Invisible is a new dietary supplement hailing from Mexico. It can be added to any beverage, with the exception of carbonated beverages. Reported by the GNPD in December 2005, 4.9g of a 5g serving consists of dietary fiber from the chicory root.