Big Food Companies Jump on 'Fibermaxxing' Trend with New Snacks

A new health trend called 'fibermaxxing' is taking over social media, and major food companies are racing to cash in. But is adding fiber to sodas and candy bars really healthy?

What's Happening: Fibermaxxing simply means eating more fiber (the part of plants your body can't digest but needs for good health). Social media influencers are promoting high-fiber diets, and big companies like PepsiCo and Kraft Heinz are responding by adding fiber to unexpected products:

• PepsiCo launched a fiber-infused cola and bought Poppi (a fiber soda company) for $1.95 billion • Kraft Heinz created Mac & Cheese with added fiber • Hershey is promoting fiber-heavy candy bars • Unilever bought a company that makes fiber gummies

Why It Matters: Americans typically eat only 15 grams of fiber daily, but experts recommend 21-38 grams. Fiber helps with digestion and can lower cholesterol. The trend is also driven by users of weight-loss medications (like Ozempic) who need more fiber to combat side effects.

The Concerns: Nutrition experts warn that while fiber is important, getting it from sodas and candy might not be ideal. These products often contain sugar and other ingredients that could cancel out fiber's benefits. Plus, as with past health fads, there's a risk of overdoing it.

The bottom line: While more fiber is generally good, experts say it's better to get it from fruits, vegetables, and whole grains rather than processed snacks – even if those snacks are easier to find and taste better.

This is an AI-generated summary. Read the original article at: https://www.marketwatch.com/story/fibermaxxing-has-spurred-the-launch-of-fiber-sodas-and-gummies-is-the-craze-going-too-far-c424f7dc?mod=mw_rss_topstories