Mintel: People Still Don't 'Get' Fiber

  • by May 25, 2010
"The way men view fiber is a considerable obstacle for marketers to overcome," sums up Mintel's Molly Heyl-Rushmer. The answer? She believes that employing "macho" spokesmen in advertising to "gently poke fun" at these false beliefs could help fiber-rich food marketers convince men that they're in error about fiber.<I>--Karlene Lukovitz</i>
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