Fiber Is the New Protein. But Only If It Tastes Good.

The Economist recently wrote this interesting tidbid relevant to any food brand "Catering to protein-rich diets is a tasty business". 

Essentially, the rise of GLP-1 weight-loss drugs is reshaping grocery trends, with consumers shifting away from processed foods and increasing their protein intake to maintain muscle.

While protein is currently hot, fiber is quietly riding its own wave. Even the founder of Jeni's Ice Cream recently launched a fiber bar. I'm sure the original studies showing a benefit to fiber focusing on the African population did not have people eating a fiber bar after their regular ice cream snack to "close the fiber gap"...  but I digress. 

Let's be real. Most people don't actually know what fiber does, just that they're supposed to get more of it. But not all fibers are the same. Some just get thrown into products as a marketing gimmick, while others actually do something.

We’re focusing on psyllium husk because it has real evidence behind it—specifically, for smoother, more comfortable poops. And of course, none of that matters if it tastes terrible. "As food fads come and go, a decent flavor may be the most enduring requirement of all". That’s why whatever we create, whether it’s a Pookie, a powder, or something else, it has to deliver on taste first.