New Survey Confirms Americans Get An 'F' in Fiber
Free, Downloadable FIBER-pe-dia Helps Them Raise the Grade

BATTLE CREEK, Mich., May 27 /PRNewswire/ -- The importance of fiber to overall health is well documented, yet more than nine out of 10 American adults and children do not get enough fiber(1). Why? According to a recent Kellogg Company survey, the answer may be two-fold. Consumers don't know where to find fiber, and mistakenly believe products that tout "whole grain" provide it.

"The consumer confusion around fiber and whole grains is staggering," says Nelson Almeida, vice president, global nutrition for Kellogg Company. "Survey results highlight the fact that even people who are trying to improve their diets may be failing to do so because of this confusion."

FIBER-pe-dia Helps Raise the Grade

"Fiber brings big benefits. Yet only five percent of Americans get enough of it," said nationally recognized dietitian Leslie Bonci, MPH, RD, CSSD, LDN. "Confusion about how to find foods with fiber likely contributes to America's fiber deficit."

To help consumers better understand fiber and choose foods that offer its important health benefits, Kellogg Company has teamed up with Bonci to offer FIBER-pe-dia: A comprehensive look at fiber. This online report provides consumers with knowledge they need to incorporate good sources of fiber into their diets. FIBER-pe-dia also clearly explains how fiber can be beneficial to a healthy weight, digestive health and heart health, as well as the important role fiber plays in helping to keep children's digestive systems healthy so they can absorb nutrients. It is available online, along with other helpful tools, at www.kelloggsnutrition.com or www.fiber-pedia.com.

Flip for Fiber

According to the Kellogg survey, nearly 70 percent of American adults are making an effort to increase the amount of fiber in their diet by eating more "whole grains." Of those surveyed who see the words "whole grain" on a food package, 75 percent assume the product is either a good or excellent source of fiber. But as it turns out, this isn't always the case. The fiber content of whole-grain foods can vary greatly. Not all foods made with whole-grain ingredients are good (at least three grams) or excellent (at least five grams) sources of fiber. And some fiber-rich foods do not contain whole-grain ingredients at all.

"Along with Kellogg Company's FIBER-pe-dia, flipping to the Nutrition Facts Panel can help people understand how to find foods that provide fiber, which is the first step in bridging America's fiber gap," said Bonci.

Survey results also show that consumers expect foods "made with whole grains" to provide digestive-health benefits (63 percent) and help reduce cholesterol (47 percent). In reality, the powerhouse nutrient in whole grain that is consistently linked to these and other health benefits is fiber(2). With this information, it's easy to see why consumers are confused about which foods to eat to increase their fiber intake.

"Kellogg is taking a leadership role in helping consumers understand how to get more fiber in their diets. Cereal is a great way to do so, and Kellogg has more ready-to-eat cereals that are at least a good source of fiber than any other food company(3), including All-Bran, Kellogg's Raisin Bran and Frosted Mini-Wheats," said Almeida.

Kellogg was founded more than a century ago with a philosophy that encouraged people to improve their health. The company introduced its first fiber cereals, Kellogg's Bran Flakes and All-Bran, in 1915 and 1916 respectively, and Kellogg's Raisin Bran in 1942.

With 2008 sales of nearly $13 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. The Company's brands include Kellogg's(R), Keebler(R), Pop-Tarts(R), Eggo(R),

Cheez-It(R), All-Bran(R), Mini-Wheats(R) Nutri-Grain(R), Rice Krispies(R), Special K(R), Chips Deluxe(R), Famous Amos(R), Sandies(R), Bear Naked(R), Kashi(R), MorningStar Farms(R), Gardenburger(R) and Stretch Island(R). Kellogg products are manufactured in 19 countries and marketed in more than 180 countries. For more information, visit www.kelloggcompany.com. Kellogg Company's Corporate Responsibility report including its approach, progress and future direction in the marketplace, workplace, environment and community can be found at http://www.kelloggcompany.com/CR. For information on Kellogg Company's commitment to nutrition, visit www.kelloggsnutrition.com.

(1) Mosfegh, Alanna; Goldman, Joseph; and Cleveland, Linda. 2005. What We Eat in America, NHANES 2001-2002: Usual Nutrient Intake From Foods as Compared to Dietary Reference Intakes. U. S. Department of Agriculture, Agricultural Research Service.

(2) LSRO Report: Whole Grain Intake and Cardiovascular Disease and Whole Grain Intake and Diabetes: A Review, November 2008. http://www.lsro.org/articles/WholeGrainIntake.html

(3) Based upon 80.7% share of cereal category according to IRI, 52 weeks ending 2/22/09.

Source: Kellogg Company

CONTACT: Allison Costello for Kellogg Company, +1-412-456-3741,
allison.costello@ketchum.com, or Kellogg Media Hotline, +1-269-961-3799

Web Site: http://www.fiber-pedia.com/