Progressive Grocer

AUG 2015

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70 | Progressive Grocer | Ahead of What's Next | August 2015 Feature Fiber and often at the top of the package, with cereals from brands including Fiber One, Kellogg's, Cascadian Farm Organic, Kashi, Nature's Path and Barbara's. Bread is another good example. While it hasn't been a totally white-bread world for a while now, grocery shelves now include an even greater variety of products high in whole grains and fber. Te line of sliced breads from Orowheat and Brownberry, both part of Horsham, Pa.-based Bimbo Bakeries USA, include high-fber and double-fber variet- ies. Cudahy, Wis.-based Angelic Bakehouse, for its part, recently added a seven-grain wrap to its fatbread line. In the freezer case, Toronto-based Artizo's Liberate 12-grain rye bread is labeled as "triple fber bread." Tere are other spots where fber is showing up more on product labels and promotional materi- als. Te ready-to-drink beverage aisle has grown to include a spate of better-for-you products beyond water, juice, tea and soda, like Morton Grove, Ill.- based Lifeway's drinkable kefr with oats. Pastas are getting a new look, too. In addition to gluten-free and veggie pastas, shoppers can opt for whole grain pastas that are high in fber, like Ronzoni's Smart Taste pasta, from Harrisburg, Pa.- based New World Pasta Co., which promotes the fact that a serving delivers two and a half times the amount of fber as regular pasta. With the advent of better-for-you salty snacks made from beans, lentils and other fber-rich sources, fber is likewise included in these snack foods' product descriptions. Chickpea snacks from Boston-based Biena's line of all-natural snacks, for instance, are high in fber as well as protein. Fruit chips, like crunchy apple chips from brands like Manteca, Calif.-based Bare, also have high fber content and are marketed as such. Some brands are essentially associated with fber. Te Fiber One brand, from Minneapolis-based General Mills, has expanded over the years beyond cereals and bars to include cookies, brownies and even gummy-style fruit snacks. In the fresh sections, meanwhile, supermarkets Studies Fortify Fiber's Benefits Research confirms the role that dietary fiber plays in a healthy diet. A 10-year study of nearly 400,000 people funded by the National Insti- tutes of Health found a link between eating a fiber-rich diet and greater lon- gevity. "Researchers cite fiber's unique role in reducing the risk of death from cardiovascular disease, infectious and respiratory disease, and certain cancers," notes registered dieti- tian and author Tanya Zuckerbrot. Another study, conduct- ed at the Harvard School of Public Health, linked the consumption of high-fiber cereal with a 34 percent lower risk of death from compli- cations of diabetes and a 15 percent lower risk of death from cancer. Last fall, a study conducted by researchers at the Uni- versity of Illinois showed that dietary fiber helps produce beneficial gut bacteria that can spur weight loss. can appeal to shoppers interested in high-fber food choices. Many fruits are naturally high in fber, in- cluding raspberries, apples and mangoes, to name a few, while darker vegetables, such as broccoli, Swiss chard and spinach, tend to be higher in fber. Sharing nutrient information at the point of sale in the produce department can help educate con- sumers and spur sales. "Te produce section prob- ably remains a bit of a mystery for many shoppers, who know fruits and vegetables are healthy, but not exactly why," observes Zuckerbrot. Bulking Up Shopper Knowledge To Zuckerbrot's point, grocers can connect with fber-conscious shoppers to highlight fber-rich foods and bolster consumers' knowledge. "Supermarkets are doing more to promote healthy nutrition, some hiring registered dietitians to drive education online, in-store and in the com- munity,' she says. "Dieters would gravitate to high- fber produce if [it were] identifed as such, with the weight loss benefts explained in communications and merchandising." Manufacturers of fber-rich products are touting the word on their labels to garner attention at the point of sale. " For our Fiber d'Lish bar, we make what's in- side the packaging very clear with the product's name," notes Nard, adding that colorful, fun packaging is combined with educational messaging. Even with the advent of more fber-rich and -fortifed products, Zuckerbrot points out that there's still room for improvement, not only in terms of merchandising these items to capture shoppers' at- tention, but also from a dietary perspective. "While consumer awareness of fber's benefts is growing, the fact remains that most Americans still get less than half the recommended daily amount of fber in their diet," she points out, adding that most Americans are consuming an average of 9 to 11 grams of fber a day, compared with the recommended intake of 25 grams per day for women and 38 grams per day for men. PG We know that people shopping at grocery stores are looking for fiber-filled foods, and there are now more options than ever to help shoppers check fiber off the grocery list." —Alyssa Nard, NuGo Nutrition e a s e , n c e r s , " d d i e t i - T a n y a y , c o n d u c t - d S c h o o l l i n k e d t h e h i g h - f i b e r c a t i o n s o f p e r c e n t l o f r o m c a n c L a s t f a l l , b y r e s e a r c h v e r s i t y o t h a t d p r o d b a c t w e i g

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