A. Elizabeth Sloan

Dietary fiber—most often associated with whole grains by consumers—appears to have quietly shaken its “ho-hum” status, moving back into the mainstream with a new list of health benefits and unexpectedly strong sales. Even trendy supplement users are paying attention!

According to IRI, fiber/bran supplement sales jumped 20.4% in the mass market for the year ending 10/10/2000, while Whole Foods magazine’s annual survey of October 2000 reported that one in five natural channel shoppers bought a fib…


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