Fiber One brand to grow into additional categories

by Josh Sosland
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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."

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