Kellogg Company ups the fibre quotient

In recent years, Kellogg Company has adapted to consumer needs and demands. It has changed what and how it markets to children and has reduced the sugar and sodium in many of its cereals.

Increasing fibre

And in June the company announced another move. By the end of 2010, nearly 74 per cent of Kellogg’s ready-to-eat cereals in Canada will be at least a source (greater than or equal to two grams) to very high source (greater than or equal to six grams) of fibre.

The company will also embark on a national fibre education awareness campaign to help educate consumers on the importance of fibre.  This is especially timely since Canadians generally are not consuming all the fibre they need.

Keeping Canadians regular

In a press release the company notes that children ages four to eight, on average, have 13.5 g of fibre per day – about half of the recommended intake.

The benefits of fibre to children include keeping children’s digestive systems healthy and supporting overall healthy growth and development. In view of this, the company will start increasing fibre in some of its most popular children’s cereals, such as Froot Loops and Corn Pops, which will start to appear on store shelves this fall.

As well, fibre has benefits for adults. It makes them feel full longer, improves digestive health and reduces the risks of heart disease and type 2 diabetes.

But even adults only consume about half the fibre they need each day. Women ages 19 to 50 need about 25 grams each day and men age 19 to 50 need about 38 grams.