Fiber One brand to grow into additional categories

by Josh Sosland
Share This:

BOSTON — Enjoying rapid growth across a number of food categories, General Mills, Inc. is planning a new wave of Fiber One product introductions. Plans for Fiber One were described in a Sept. 4 presentation by Ian R. Friendly, executive-vice-president and chief operating officer, U.S. Retail Division. Speaking at the Lehman Brothers Back-to-School Consumer Conference, Mr. Friendly said the Fiber One brand was built in the ready-to-eat cereal category, where it continues to grow rapidly, up 30% over the past three months. He described Fiber One bars as a "smash success," achieving retail sales exceeding $80 million in ACNielsen-measured outlets. Fiber One yogurt was introduced in January, and toaster pastries, muffins and pancake mix will be available shortly. He noted that more than 40% of toaster pastry consumption is by adults, adding, "They deserve this healthier version." He said Fiber One also is proving popular among younger consumers, not a "typical target for high-fiber products." "High-fiber products also have a low caloric value, so there is a weight management benefit as well," Mr. Friendly said. "Fiber One bars have enjoyed some great marketing buzz from Hungry girl, a web site and popular e-mail newsletter."

Comment on this Article
We welcome your thoughtful comments. Please comply with our Community rules.

The views expressed in the comments section of Food Business News do not reflect those of Food Business News or its parent company, Sosland Publishing Co., Kansas City, Mo. Concern regarding a specific comment may be registered with the Editor by clicking the Report Abuse link.