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Kellogg Pushing Fiber To Gain Share

Kellogg hopes to gain a competitive edge with the debut next month of its line of fiber-enhanced foods -- including the revamped Fruit Loops and Apple Jacks that were chosen to kick off the initiative because they are widely available and among the market's bestsellers, according to Celeste Clark, Kellogg's svp of global nutrition and corporate affairs.

Jaclyn Trop reports that Kellogg could be striking into profitable territory as the first consumer packaged foods maker to focus on fiber, which has been associated with a host of health benefits, including reducing risk of heart disease, preventing cancer and managing diabetes. It also improves mood and well-being, promotes weight loss and a healthy digestive system, and helps absorb nutrients in a typical diet, according to Clark.

Kellogg's integrated multimedia marketing campaign will attempt to educate consumers who, studies show, don't know where to find fiber and often mistakenly equate fiber with the term "whole grain." Plus, research shows that consumers are more likely to dislike the taste of a food if they are told it has health benefits, according to Wayne State University marketing professor Jeffrey Stoltman.

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