Since then, knowledge about the benefits of fiber has not diminished. In his paper “Dietary Fiber: The Influence of Definition on Analysis and Regulation,” published in the May/June 2004 edition of the Journal of AOAC International, Jonathan DeVries writes: “if it were not for the physiological effects of dietary fiber, there would be no interest in the subject on the part of researchers, consumers, regulators and manufacturers.” DeVries specifically addresses the beneficial physiological role of fiber in laxation, blood cholesterol and blood glucose attenuation. Within the blood cholesterol category, high-fiber diets have been shown to reduce cholesterol in both normal and overweight individuals, indicating the role of oat fiber particularly in reducing LDL-C in conjunction with a reduced-fat diet. Diets high in soluble fiber appear to “exhibit the highest therapeutic effect” among individuals with diabetes, with fiber appearing to slow the rise in serum glucose.

Given the current body of scientific evidence and the rise in incidences of chronic diseases, particularly obesity and diabetes, integrating fiber ingredients into products appears to be a winning proposition. With this in mind, Mintel International’s Global New Products Database (GNPD, Chicago) was queried to examine how manufacturers have formulated and marketed fiber, and what trends are emerging. Queries for statistics in this article, unless otherwise indicated, were conducted for the period of December 2003 through mid-January 2005, with prior years examined for comparative purposes only. Searches were restricted to North America and for only new food and drink product introductions (not for reformulated, relaunched, repackaged products or line extensions).

What a Difference a Claim Makes--In Time

Products carrying references to reduced glycemic (load) also rose more than 800%; however, this trend is in its mere infancy compared to the international arena.

A search specifically for products claiming added fiber yielded nearly 180 new products, representing an almost 100% increase over the period of December 2002 through January 2004. Equally dominant categories, representing approximately 22% of product introductions with an added fiber claim were snacks, breakfast cereals and bakery items, followed by side dishes at 12% of recorded introductions/range extensions.

Whole Grains' Role in the Fiber Story

Either manufacturers feel that consumers link whole grains to a higher fiber intake, or they are positioning to distinguish whole grain products as being natural, wholesome and healthy (as opposed to being ingested specifically to manage or prevent a fiber-related health issue). Alternatively, possibly a more plausible explanation is that whole grains can negatively impact the taste and texture of some products. Formulation and processing adjustments can overcome these obstacles, but these steps potentially reduce overall fiber and nutritional content, affecting the product's ability to meet FDA thresholds for fiber in order to qualify for a health claim. By incorporating resistant starches (RS) into whole-grain products, manufacturers are able to bolster fiber content. According to a leading ingredient supplier, RS commonly is incorporated as a source of fiber into foods marketed as “made with whole grains.”

Notable in the whole-grain, added-fiber category were Kraft Foods' (Northfield, Ill.) Kraft South Beach Diet Frozen Pizzas, featuring whole-grain crusts. The products are “made in accordance with South Beach guidelines.”

Ancient Grains in the Face of Fiber

Query results indicate a level of comfort associated with the use of readily recognized grains, wheat, bran, barley and oats. Manufacturers and consumers may not yet be ready to embrace less-mainstream, “ancient grains,” despite their nutritionally competitive (even superior) profiles. Eden Foods (Clinton, Mich.) introduced Twisted Pasta to the Organic Biologique line, featuring 100% kamut and quinoa. Nutrilicious Natural Bakery (Willow Springs, Ill.) introduced a low-carb, wheat-free Windmill Oatmeal Walnut Cookie made with organic whole spelt flour, with 5g of dietary fiber and 9g of net carbs.

Low-carb Products and Fiber Pals

Low-glycemic, a Trend with Traction?

Michael Leidig, manager for a research group at Children's Hospital Boston (Boston) shed some light on the glycemic story. Leidig's group investigates the role of the glycemic index in weight management, diabetes and heart disease. According to Leidig, the quality of the carbohydrate ingested or used (in product formulation), is key. Less-processed or -refined carbohydrates, where the actual grain remains more intact, generally have a lower glycemic index, eliciting a lower glycemic or blood glucose response. Leidig cautions, however, that even with low-glycemic, high-fiber (soluble) products such as oatmeal, the procedures used to prepare the product also can affect glycemic response. Overcooking or over-processing a product can potentially change the structure of the grain, thereby altering the metabolic response.

Leidig points out that, in general, higher fiber foods have lower glycemic indices. Soluble fibers increase the viscosity of food, slowing absorption. Protein, fat and cooking also can reduce glycemic response, making a case for understanding the synergy of different food components and how they interact with each other to produce an overall glycemic response. Leidig adds a note of caution to the glycemic tale: while formulators may know the glycemic index of an individual item such as barley or soybeans, they may not understand how the glycemic response is affected when the grain is transformed into a breakfast bar, or the soybean processed into a soy chip.

Recognizing the complexity of this synergy, the Glycemic Research Institute (Washington) offers four “Low Glycemic Seals of Approval” for products meeting their protocol criteria. U.S. Mills' (Needham, Mass.) Uncle Sam cereal carries the Low Glycemic Seal of Approval for its all-natural breakfast cereal containing whole-wheat kernels, whole flaxseed and barley. In July 2004, Fifty50 Foods (Florham Park, N.J.) added new varieties to its low-glycemic, crème-filled wafer line, which positions itself “for use in a low-glycemic diet,” with notably 50% of the profits gained from product sales donated to diabetes research. Royal Numico NV (The Netherlands) markets a Low Glycemic Meal Replacement Formula under the GNC (Pittsburgh) label that contains oat bran and oat fiber, which “have a low-glycemic response.”

Whole grains or foods contain all the essential parts and naturally occurring nutrients of the entire grain seed. If the grain has been processed (e.g., cracked, crushed, rolled, extruded, lightly pearled and/or cooked), the food product should deliver approximately the same rich balance of nutrients that are found in the original grain seed. Examples of generally accepted whole grain foods and flours are: amaranth, barley (lightly pearled), brown and colored rice, buckwheat, bulgur, corn and whole cornmeal, emmer, farro, grano (lightly pearled wheat), kamut, millet, oatmeal and whole oats, popcorn, quinoa, sorghum, spelt, triticale, whole rye, whole or cracked wheat, wheat berries and wild rice. NS

Much of the information in this article was derived from Mintel International's Global New Products Database, www.gnpd.com, 312-932-0400.

Sidebar 1: On the Web: Dietary Fiber