Fiber content is exploding on the internet. It means we're finally owning up to its effects.

"The ad leans into the truth about Raisin Bran that, for decades, it tried to obscure with messaging about its plentiful raisin content: This cereal makes you poop. I'll admit: I laughed. I can't deny a good poop joke, and its frankness about the reason some people enjoy bran cereal reminded me of my favorite SNL sketches for " Colon Blow" cereal."

"Big food companies are taking notice, too. PepsiCo's CEO Ramon Laguarta said in a recent earnings call that "fiber will be the next protein." It's planning to launch new fiberful versions of Propel water and Starbucks packaged drinks, as well as add fiber to snacks like Sun Chips, PopCorners, and Smartfood. Coca-Cola is also exploring adding fiber to sodas (there's already a Diet Coke with fiber available in Japan)."

Raisin Bran will run a Super Bowl ad starring William Shatner as a pitchman named "Will Shat," using toilet humor and bluntly linking bran cereal to bowel movements. The ad acknowledges that bran cereal can cause defecation and leans into that truth with comedic intent. Fiber has become a prominent consumer trend, with social media influencers promoting "fibermaxxing" and attention shifting from protein to fiber. Major companies including PepsiCo, Coca-Cola, and McDonald's are developing fiber-forward products or exploring fiber additions in beverages and snacks as part of anticipated consumer demand.

Read at Business Insider