Fiber is becoming increasingly prominent in our daily lives.
How significant is its presence? Consider that Raisin Bran is even airing a Super Bowl commercial this weekend featuring William Shatner as the character “Will Shat,” highlighting the cereal’s advantages.
The advertisement embraces a fact that Raisin Bran has long hinted at through its raisin-focused messaging: This cereal promotes regular bowel movements.
I must confess, I found it amusing. The humor reminded me of my favorite SNL sketches such as “Colon Blow.”
Kellogg’s promotion captures a wider cultural trend where fiber has become the latest health focus. While fiber isn’t inherently new, the discussions surrounding it have evolved. You may have noticed that conversations about fiber are making a significant impact.
Big Food Brands Are Banking on Fiber Being the New Protein
On platforms like social media, wellness and fitness influencers are championing “fibermaxxing,” a fresh movement aimed at maximizing fiber intake. After recent years of emphasizing protein consumption, the narrative is shifting towards the importance of fiber.
Major food corporations are paying attention. PepsiCo’s CEO, Ramon Laguarta, claimed in a recent earnings call that “fiber will be the next protein.” The company plans to introduce fiber-enriched versions of Propel water and Starbucks packaged drinks, as well as incorporate fiber into snacks like Sun Chips, PopCorners, and Smartfood. Coca-Cola is also considering adding fiber to its soda offerings (in fact, a fiber-enhanced Diet Coke is already available in Japan).
McDonald’s CEO recently predicted in a video that fiber will be a significant trend in the food industry by 2026. It raises concerns that a new fiber-rich product from McDonald’s might overwhelm our plumbing systems.
Fibermaxxing: The Latest Trend on Social Media
However, fiber’s rising prominence isn’t solely about eating McFiber fries alongside a fiber-infused Diet Coke. There’s an undeniable buzz around fiber these days, openly acknowledging the common effects of a fiber-rich diet: regular bathroom visits.
Though fiber isn’t a new concept (originally, Raisin Bran was introduced in 1925 in Omaha), there has been renewed interest in its health benefits. This surge in attention comes coincidentally as colon cancer rates continue to rise among younger populations, along with the increased focus on high-protein diets that have become popular alongside GLP-1 medications.
To understand this shift, I spoke with “Fiber Daddy, or Alan Lin, who has garnered nearly 100,000 followers on TikTok by showcasing his fiber-filled diet and discussing his comedic take on “fart maxxing.”
At 35, Lin is the founder of Liquid Plus, a brand that offers fiber-packed juice squeeze pouches called Liquid Salad. His entertaining videos serve as both promotion for his product, which is available on Amazon and TikTok Shop.
According to Lin, interest in fiber has grown significantly, and the approach to discussing it has evolved.
“People previously associated fiber with older generations because it was marketed that way,” Lin explained. While he does attract some Gen Z followers, his main audience consists of millennials. This trend reflects how individuals in their 30s and 40s are becoming more health-conscious. As a colleague once remarked, once you begin to consider fiber, you realize you’re getting older.
Lin is genuinely interested in fiber and gut health, but he also embraces the humorous side of his “fartmaxxing” content.
“I’m passionate about all this, but I also love being silly,” he remarked.
“My sense of humor hasn’t matured past seventh grade.”
Neither has mine, even though I’ve reached the point where I’m increasingly looking to add more fiber to my diet.
