Kellogg has pledged that by next year nearly 80 percent of its cereals sold in the US will be ‘good’ or ‘excellent’ sources of fiber.
The company said the move to boost the fiber content in its read-to-eat cereals is part of a commitment to improving the nutritional profile of its products.
"A year ago we changed what and how we market to children and reduced the sugar and sodium in a number of our cereals,” said David Mackay, the firm’s president and chief executive officer.
Consumer interest in dietary fiber has been growing with scientific studies linking increased intake to reduced risks of cancers such as colorectal and cardiovascular disease, digestive health benefits and weight management.
A 2008 International Food Information Council survey found 77 percent of people are proactively trying to consume additional fiber.