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Selling The Fiber Instead Of The Sizzle

Good thing Elaine Wong chose business journalism over copywriting. Her lead begins: "Fiber, the chewy, gummy, indigestible substance ... not known for its taste...." But evidently that's not stopping General Mills, Kraft and Kellogg -- no doubt among others -- from touting new products that are filled with the good-for-you stuff and, the ad copy avers, they taste great, too.

General Mills is breaking a spot this week for Fiber One Frosted Shredded Wheat cereal in which a man tells a neighbor that the cereal "tastes way too good to have fiber." The commercial ends with the tagline, "Cardboard no. Delicious yes," which will no doubt put the cardboard comparison to bed forever.

Kraft has introduced two new line extensions to its South Beach Living brand -- Fiber Fit cookies and granola bars -- that online ads proclaims as being "high in fiber and bursting with flavor." And Kellogg will begin marketing its new FiberPlus Antioxidant bars this week with a TV and print campaign that says that tasty, fiber-laden snacks will contribute to a healthy lifestyle.

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