Kellogg announces major initiative to add fiber to cereals

Did you know Kellogg has more ready-to-eat cereals that are at least a good source of fiber than any other food company in the United States?

Related Check out the fiber announcement in today's USA TODAY Kellogg bringing fiber facts to media and consumers, alike

Did You Know? According to the U.S. Food & Drug Administration, a "good" source of fiber contains at least 2.5 grams of fiber per serving or 10 percent of the daily value. An "excellent" source has 5 or more grams of fiber per serving or 20 percent of the daily value. Both of these figures are based on a 2,000-calorie-per-day diet. Here are a few facts about the importance of adding fiber to your diet: • Fiber helps to keep you feeling fuller longer, helping to prevent weight gain and shed excess pounds. • Fiber keeps the digestive system working effectively and regularly by increasing bulk and decreasing the amount of time food spends in the digestive tract (called transit time). • People who eat a high-fiber diet tend to have healthier hearts. • By slowing the release of sugars into the bloodstream, fiber can reduce swings in blood sugar levels. • Fiber helps lower the risk of cancer in the lower digestive tract by boosting friendly bacteria and decreasing transit time.

Recognizing that fiber is an important nutrient that fewer than one in 10 children and adults get enough of, the company announced its intent to add fiber to many of our U.S. ready-to-eat cereals. By the end of 2010, nearly 80 percent of our U.S. cereal brands will be at least "good" to "excellent" (see sidebar) source of fiber. While the company is making a similar commitment in Canada, the products and schedule will vary.

"This announcement is another step on our company's journey to continually improve the nutrition profile of our products without compromising taste or quality," says President and CEO David Mackay. "A year ago we changed what and how we market to children and reduced the sugar and sodium in a number of our cereals. Now, Kellogg is adding an important benefit – fiber – to our foods, while maintaining their great taste."

While fiber is important to the diets of adults and children alike, it is especially vital in helping to keep children's digestive systems healthy so they can absorb nutrients. Yet, children ages 6 to 12 only get, on average, 12 grams of fiber per daily – well below the recommended intake, according to a recent National Health and Nutrition Examination Survey.

Given the importance of fiber in children's diets, our company's first step will be increasing the fiber in many of our most popular children's cereals – beginning with Froot Loops and Apple Jacks. The newly renovated cereals will begin to appear on U.S. store shelves in August.

"Kellogg's cereals are a trusted mainstay of family breakfast tables," says Celeste Clark, Senior Vice President, Global Nutrition and Corporate Affairs. "Adding fiber without changing the taste kids love is an ideal way to help parents increase their children's daily fiber intakes."

For adults, fiber can help those striving to manage their weight feel fuller longer. It also improves digestive health and reduces the risks of heart disease and Type 2 diabetes. Several of our ready-to-eat cereals already are at least a good source of fiber, including Frosted Mini-Wheats, Raisin Bran and All-Bran.

This announcement is part of a larger, ongoing communication initiative focused on fiber. It follows the recent launch of FIBER-pe-dia: A Comprehensive Look at Fiber, a resource designed to help spread the word about the importance of fiber and empower people to increase their fiber intake. Check out the report at kelloggsnutrition.com.