Procter & Gamble launches Fibersure

11/04/06 Recognizing the increasing interest among Americans to improve their diets in an effort to be more health-conscious, The Procter & Gamble Company, the maker of Metamucil, has launched Fibersure. Fibersure is an all-natural, clear-mixing powder that can be easily incorporated into most foods and beverages to provide an immediate boost in fiber content. This latest innovation in dietary supplements addresses the widely recognized need for increased fiber in everyday diets, but also delivers what consumers have desired for ages when it comes to improving their eating habits -- a simple solution without any hassle.

Fibersure, made from Inulin, is an all-natural vegetable fiber derived from chicory root. Fibersure is tasteless, non-thickening, and quickly dissolves in water or most other liquids. A heaping teaspoon of Fibersure adds five grams of fiber per serving -- 20 percent of a person's daily requirements and more than any other leading fiber supplement currently on the market. Incorporating the product into food or beverages allows consumers to increase the fiber in their diet without altering the taste and texture of their favorite foods.

Fibersure also can be added to most recipes or methods of cooking, including baking, sauteing, stir frying, as well as in the creation of soups and salad dressings.

The ease-of-use of Fibersure effectively addresses how Americans approach cooking and eating in today's society. In fact, a recent survey administered by Opinion Research revealed that 94 percent of Americans believe eating healthy should be a priority and 86 percent believe there are changes they could be making to improve the health of their diets. However, the majority lack the motivation to take the steps needed. In fact, nearly two-thirds of respondents indicated "difficulty in changing old eating habits" as the main obstacle people face. The reasons preventing a change in eating habits included:

- 70 percent believed eating healthier would prevent them from eating their favorite foods
- 59 percent felt that eating healthy takes too much time
- 51 percent were afraid that choosing healthy foods would change the taste of what they ate

The introduction of Fibersure comes at a time when the nation is battling a "fiber deficit." Today, 95 percent of Americans are not consuming their daily fiber requirements. The National Fiber Council recommends people receive 32 grams or more of fiber per day, however, according to Columbia University, typical consumption of fiber averages 10 grams to 15 grams daily. That's less than half the recommended allowance. Fibersure provides consumers with an effective option in getting their daily-recommended fiber intake, while still being able to enjoy their favorite foods.

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