Major food companies launch fiber-infused products amid fibermaxxing trend

14 articles · Updated · MarketWatch · May 10

PepsiCo, Kraft Heinz, Unilever, Hershey and General Mills are pushing fiber sodas, popcorn, gummies and snacks, while Pepsi bought Poppi for $1.95bn last year.
The push reflects social-media wellness trends and GLP-1 users seeking digestive support, but executives and researchers say the functional-food market is getting crowded and some products may offer limited health benefits.
Americans consume about 15 grams of fiber daily, below the recommended 21 to 38 grams, yet experts warn that rapidly increasing intake or relying on sugary fortified snacks can cause stomach problems.

As corporations spend billions on fiber-infused snacks, are consumers just trading one health problem for another?

After the 'fibermaxxing' boom, what is the next billion-dollar wellness ingredient that will reshape our grocery aisles?