<p>比尔·彼得斯</p>
<p>大公司正在急于利用纤维零食和 “功能性小吃” 获利，但专家警告不要高估其健康益处</p>
<p>纤维曾是某些谷物的主打成分，如今已成为主流，食品公司将其融入更多的零食和饮料中。</p>
<p>你最近有在 “纤维最大化” 吗？如果有，国家最大的食品公司有纤维注入的苏打水、爆米花和糖果棒想要出售给你。</p>
<p>在社交媒体上搜索纤维最大化，你会看到各种奇亚籽布丁和豆沙拉的食谱，以及影响者们谈论高纤维饮食的好处。反过来，像卡夫亨氏（KHC）和百事（PEP）这样的老牌消费品公司也在努力跟上，推出一些他们知名品牌的纤维版本，或者直接收购进入这一领域。</p>
<p>对这一成分的关注加深，正值健康与健康生活方式的交汇之际，而 GLP-1 减肥药物改变了美国人的饮食方式。然而，广义的 “功能性” 食品和饮料行业——比如纤维苏打水和蛋白质增强华夫饼——在最近几个月变得更加竞争激烈，出现了过度饱和的迹象。</p>
<p>虽然研究人员表示对纤维的关注增加可以带来好处，但他们警告某些零食的其他成分可能会干扰纤维的效果。一些人还表示，美国人——就像之前的健康潮流一样——有过度消费的风险。</p>
<p>明尼苏达大学食品科学与营养学教授乔安娜·斯拉文表示：“显然，我更希望人们从植物、水果、蔬菜和全谷物中获取纤维。但我也是一个务实的人，意识到对于很多人来说，我们必须迎合他们的需求。”</p>
<p>新产品和收购</p>
<p>为了迎合客户的需求，品牌并不一定会加倍押注于像凯洛格的全麦谷物这样的纤维主食，而是更关注饮料和零食。</p>
<p>例如，百事推出了自己的命名益生元可乐，含有纤维，并于二月份在全国范围内上市。该公司在三月份宣布推出含纤维的 Smartfood 爆米花和 Sun Chips，引用了纤维最大化的趋势——简单来说，就是要求摄入更多纤维。去年，百事以 19.5 亿美元收购了制造益生元纤维苏打水的 Poppi。</p>
<p>与此同时，联合利华（UL）上个月同意收购 Gruns，该公司的软糖也含有益生元纤维。上个月，卡夫亨氏推出了新版本的纤维注入的麦克和奶酪，面向大型零售商。Beyond Meat（BYND）最近几个月推出了更多纤维的肉类替代品和饮料，而好时（HSY）在三月份将其纤维丰富的 One 棒称为其 “强大创新路线图” 的一部分。</p>
<p>此外，香料制造商麦考密克（MKC）最近指出，它在产品中添加了蛋白质和纤维等成分。Conagra Brands（CAG）表示，其 “以纤维为主的零食和餐食” 将帮助其吸引年轻消费者。而奥利奥制造商 Mondelez International（MDLZ）在上个月的财报电话会议上也表示，他们关注这一趋势。</p>
<p>“我们确实非常关注主流的优质益处，如蛋白质和纤维，” 通用磨坊（GIS）北美零售和宠物部门的集团总裁达娜·麦克纳布在三月份的财报电话会议上表示，强调即将推出的含纤维和蛋白质的安妮水果零食和 Larabar 零食棒。“这反响非常好。”</p>
<p>‘隐秘健康’</p>
<p>与蛋白质——食品行业试图利用的另一个主要趋势——不同，美国人通常摄入的纤维不足，这有助于消化健康并降低胆固醇。超市货架上的加工食品是主要原因之一。</p>
<p>估计美国人每天摄入的纤维平均约为 15 克或更少。这远低于梅奥诊所推荐的成人每日摄入 21 到 38 克的标准。根据美国营养学会的数据，只有 5% 的男性和 9% 的女性摄入足够的纤维。</p>
<p>斯拉文表示，过去几年，关于纤维的研究往往被搁置在图书馆中被遗忘。她指出，社交媒体帮助重新唤起了人们对肠道和大脑如何协同工作的兴趣。她补充说，GLP-1 用户也倾向于选择纤维来帮助应对便秘，这是这些药物的常见副作用。</p>
<p>过去的纤维饮料混合物通常是颗粒状或粉状，味道糟糕，即使它们能够提供更多的纤维。Poppi 的联合创始人斯蒂芬·埃尔斯沃斯表示，专注于口味以及使产品易于融入日常生活的制造商最终会在行业中脱颖而出。</p>
<p>“我们一直想要做到 ‘隐秘健康’，让我们能够悄悄地加入三克纤维，” 他说。</p>
<p>埃尔斯沃斯不再参与 Poppi 的日常运营，他指出人们通常每天会喝多于一瓶苏打水。与此同时，Poppi 的竞争对手有些饮料的纤维含量高达九克。“想想在午餐时摄入 18 克纤维，” 他说。</p>
<p>确实，斯拉文表示，急于全面进入完全纤维最大化饮食的风险之一是可能导致腹胀和其他胃部问题，这可能使人们放弃长期的消费习惯。更聪明的做法是慢慢开始，多喝水，并在饮食中保持多样性。</p>
<p>纤维最大化了吗？</p>
<p>食品科学家、约翰霍普金斯大学高级讲师坎莎·谢尔克也指出，不同类型的纤维具有不同的作用——并根据形式提供不同程度的益处。</p>
<p>可溶性纤维——存在于燕麦和扁豆等食物中——在水中溶解，减缓消化并有助于降低某些胆固醇，谢尔克表示。不可溶性纤维——存在于全麦和小麦麸等食物中——有助于清理肠道，并且不被消化。益生元纤维来自豆类等来源，增强你消化系统中的好细菌，从而有益于你的新陈代谢和免疫系统。</p>
<p>此外，天然含有某些类型纤维的食物，由于其水分含量或其他特性，通常是最佳的纤维传递系统。例如，将这种纤维从其自然环境中移除并放入薯片中，可能会减少其健康益处。</p>
<p>Shelke 还观察到，像是含有六克纤维但添加了 15 克糖的强化零食不能被称为健康食品。</p>
<p>&#34;如果这是一个含有六克纤维的零食或食品，但同时也添加了糖或盐，那么这个纤维就不再为产品带来价值，&#34;她说。&#34;它只是一个装饰，因为你的身体现在必须在消化它的同时对抗糖。&#34;</p>
<p>功能性食品行业也显示出拥挤的迹象。制造 Premier Protein 饮料的 BellRing Brands（BRBR）上周表示，竞争对手纷纷涌入该行业并降低价格。</p>
<p>Ellsworth 指出，在最近一次自然品牌会议上，蛋白质产品无处不在——在薯片、调味酱和酱料中。他补充说，涉及 “maxxing” 的饮食通常是为了替代更均衡的习惯而采取的捷径。</p>
<p>&#34;Fibermaxxing——任何东西的 ‘maxxing’——通常很快就会失宠，因为这根本不可持续，&#34;他说。</p>
<p>尽管如此，Slavin 表示，未来的纤维消费方式不太可能像过去几代人那样，因为人们对消化健康的讨论变得更加舒适。</p>
<p>&#34;人们说，‘哦，一旦这些 All-Bran 消费者去世，我们如何让年轻人吃 All-Bran？’&#34;Slavin 说。她补充道：&#34;我认为我们不会。&#34;</p>
<p>-Bill Peters</p>
<p>此内容由 MarketWatch 创建，MarketWatch 由道琼斯公司运营。MarketWatch 与道琼斯新闻通讯和华尔街日报独立出版。</p>
<p>（完）道琼斯新闻通讯</p>
<p>05-10-26 1100ET</p>

百事

卡夫亨氏

食品饮料 ETF - PowerShares

日常消费品 ETF - SPDR

日常消费品 ETF - Vanguard

纳斯达克食品饮料 ETF - First Trust

PEPS

美国消费品 ETF - iShares

<p>“纤维最大化” 的趋势促使百事和卡夫亨氏等大型食品公司推出了含纤维的产品，包括苏打水和零食。专家警告不要高估其健康益处，强调虽然纤维有助于消化，但许多新产品可能含有抵消其效果的成分。美国人平均每天仅摄入约 15 克纤维，远低于推荐摄入量。随着功能性食品市场的增长，各品牌正专注于口味和便利性以吸引消费者，社交媒体在推广纤维益处方面发挥了重要作用</p>

<p>By Bill Peters</p>
<div class="lb-trans"><p>比尔·彼得斯</p>
</div><p>Big companies are rushing to cash in on fiber treats and 'functional snacking' - but experts warn about overestimating the health benefits</p>
<div class="lb-trans"><p>大公司正在急于利用纤维零食和 “功能性小吃” 获利，但专家警告不要高估其健康益处</p>
</div><p>Fiber, once a staple of some cereals, has gone mainstream, as food companies infuse it into more snacks and drinks.</p>
<div class="lb-trans"><p>纤维曾是某些谷物的主打成分，如今已成为主流，食品公司将其融入更多的零食和饮料中。</p>
</div><p>Have you been &#34;fibermaxxing&#34; lately? If so, the nation's biggest food companies have fiber-infused soda, popcorn and candy bars that they want to sell you.</p>
<div class="lb-trans"><p>你最近有在 “纤维最大化” 吗？如果有，国家最大的食品公司有纤维注入的苏打水、爆米花和糖果棒想要出售给你。</p>
</div><p>Search for fibermaxxing on social media and you'll see any number of recipes for chia pudding and bean salad, as well as influencers talking up the benefits of a high-fiber diet. In turn, older consumer-goods mainstays like Kraft Heinz (KHC) and PepsiCo (PEP) are trying to keep up - rolling out fiber-loaded takes on some of their biggest household-name brands, or outright buying their way into the space.</p>
<div class="lb-trans"><p>在社交媒体上搜索纤维最大化，你会看到各种奇亚籽布丁和豆沙拉的食谱，以及影响者们谈论高纤维饮食的好处。反过来，像卡夫亨氏（KHC）和百事（PEP）这样的老牌消费品公司也在努力跟上，推出一些他们知名品牌的纤维版本，或者直接收购进入这一领域。</p>
</div><p>The heightened attention to the substance comes as wellness intersects more deeply with health, and as GLP-1 weight-loss medications alter the way Americans eat. However, the broader &#34;functional&#34; food-and-drink industry - think fiber sodas and protein-boosted waffles - has become more competitive in recent months, with signs of oversaturation.</p>
<div class="lb-trans"><p>对这一成分的关注加深，正值健康与健康生活方式的交汇之际，而 GLP-1 减肥药物改变了美国人的饮食方式。然而，广义的 “功能性” 食品和饮料行业——比如纤维苏打水和蛋白质增强华夫饼——在最近几个月变得更加竞争激烈，出现了过度饱和的迹象。</p>
</div><p>And while researchers say increased attention to fiber can bring benefits, they warn about snacks whose other ingredients might interfere with fiber's effects. Some also say Americans - as in the case of previous health fads - run the risk of overdoing it.</p>
<div class="lb-trans"><p>虽然研究人员表示对纤维的关注增加可以带来好处，但他们警告某些零食的其他成分可能会干扰纤维的效果。一些人还表示，美国人——就像之前的健康潮流一样——有过度消费的风险。</p>
</div><p>&#34;Obviously, I would prefer people get fiber from plants, fruits, vegetables, whole grains,&#34; said Joanne Slavin, a food-science and nutrition professor at the University of Minnesota. &#34;But I'm also a practical person and realize that for a lot of people, we have to meet them where they are.&#34;</p>
<div class="lb-trans"><p>明尼苏达大学食品科学与营养学教授乔安娜·斯拉文表示：“显然，我更希望人们从植物、水果、蔬菜和全谷物中获取纤维。但我也是一个务实的人，意识到对于很多人来说，我们必须迎合他们的需求。”</p>
</div><p>New products and acquisitions</p>
<div class="lb-trans"><p>新产品和收购</p>
</div><p>To meet customers where they are, brands aren't necessarily doubling down on fiber-bomb staples like Kellogg's All-Bran cereal, but rather looking to drinks and snacks.</p>
<div class="lb-trans"><p>为了迎合客户的需求，品牌并不一定会加倍押注于像凯洛格的全麦谷物这样的纤维主食，而是更关注饮料和零食。</p>
</div><p>For instance, PepsiCo has its own namesake prebiotic cola with fiber, which it made available nationwide in February. Citing the fibermaxxing trend - which, simply put, calls for eating more fiber - the company in March announced the launch of Smartfood popcorn and Sun Chips that both contain fiber. And last year, Pepsi acquired Poppi, which makes soda with prebiotic fiber in it, for $1.95 billion.</p>
<div class="lb-trans"><p>例如，百事推出了自己的命名益生元可乐，含有纤维，并于二月份在全国范围内上市。该公司在三月份宣布推出含纤维的 Smartfood 爆米花和 Sun Chips，引用了纤维最大化的趋势——简单来说，就是要求摄入更多纤维。去年，百事以 19.5 亿美元收购了制造益生元纤维苏打水的 Poppi。</p>
</div><p>Meanwhile, Unilever (UL) last month agreed to buy Gruns, whose gummies also contain prebiotic fiber. Also last month, Kraft Heinz rolled out a new version of fiber-infused Mac &amp; Cheese to big retailers. Beyond Meat (BYND) in recent months has launched meat substitutes and drinks with more fiber, and Hershey (HSY) in March called out its fiber-heavy One bar as part of its &#34;robust innovation road map.&#34;</p>
<div class="lb-trans"><p>与此同时，联合利华（UL）上个月同意收购 Gruns，该公司的软糖也含有益生元纤维。上个月，卡夫亨氏推出了新版本的纤维注入的麦克和奶酪，面向大型零售商。Beyond Meat（BYND）最近几个月推出了更多纤维的肉类替代品和饮料，而好时（HSY）在三月份将其纤维丰富的 One 棒称为其 “强大创新路线图” 的一部分。</p>
</div><p>Elsewhere, spice maker McCormick &amp; Co. (MKC) recently noted that it adds ingredients like protein and fiber to its products. Conagra Brands (CAG) has said its &#34;fiber-forward snacks and meals&#34; would help it draw younger consumers. And Oreo maker Mondelez International (MDLZ), on its earnings call last month, also said it was focused on the trend.</p>
<div class="lb-trans"><p>此外，香料制造商麦考密克（MKC）最近指出，它在产品中添加了蛋白质和纤维等成分。Conagra Brands（CAG）表示，其 “以纤维为主的零食和餐食” 将帮助其吸引年轻消费者。而奥利奥制造商 Mondelez International（MDLZ）在上个月的财报电话会议上也表示，他们关注这一趋势。</p>
</div><p>&#34;We have really leaned into mainstream premium benefits such as protein and fiber,&#34; Dana McNabb, group president of the North America retail and pet segments at General Mills (GIS), said during the company's earnings call in March, highlighting upcoming items like Annie's fruit snacks and Larabar snack bars with fiber and protein. &#34;That is resonating really well.&#34;</p>
<div class="lb-trans"><p>“我们确实非常关注主流的优质益处，如蛋白质和纤维，” 通用磨坊（GIS）北美零售和宠物部门的集团总裁达娜·麦克纳布在三月份的财报电话会议上表示，强调即将推出的含纤维和蛋白质的安妮水果零食和 Larabar 零食棒。“这反响非常好。”</p>
</div><p>'Sneaky healthy'</p>
<div class="lb-trans"><p>‘隐秘健康’</p>
</div><p>Unlike protein - the other major trend the food industry is trying to cash in on - Americans generally don't get enough fiber, which can aid digestive health and help cut cholesterol. Processed foods that line supermarket shelves are among the main reasons why.</p>
<div class="lb-trans"><p>与蛋白质——食品行业试图利用的另一个主要趋势——不同，美国人通常摄入的纤维不足，这有助于消化健康并降低胆固醇。超市货架上的加工食品是主要原因之一。</p>
</div><p>Estimates put the average amount of fiber that Americans eat at around 15 grams per day or less. That's much lower than the 21 to 38 grams recommended for adults, according to the Mayo Clinic. Only 5% of men and 9% of women get enough fiber, according to the American Society for Nutrition.</p>
<div class="lb-trans"><p>估计美国人每天摄入的纤维平均约为 15 克或更少。这远低于梅奥诊所推荐的成人每日摄入 21 到 38 克的标准。根据美国营养学会的数据，只有 5% 的男性和 9% 的女性摄入足够的纤维。</p>
</div><p>Slavin said that in years past, research on fiber would be filed away in a library and forgotten. Social media, she noted, had helped revive interest in the ways the gut and the brain work together. GLP-1 users, she added, have also gravitated toward fiber to help deal with constipation, a common side effect of those medications.</p>
<div class="lb-trans"><p>斯拉文表示，过去几年，关于纤维的研究往往被搁置在图书馆中被遗忘。她指出，社交媒体帮助重新唤起了人们对肠道和大脑如何协同工作的兴趣。她补充说，GLP-1 用户也倾向于选择纤维来帮助应对便秘，这是这些药物的常见副作用。</p>
</div><p>Fiber-drink concoctions of years past were lumpy or chalky and generally tasted awful, even if they managed to deliver more fiber itself. Stephen Ellsworth, Poppi's co-founder, said manufacturers who focus a bit more on taste, as well as making a product easy to incorporate into a daily routine, would ultimately emerge as winners in the industry.</p>
<div class="lb-trans"><p>过去的纤维饮料混合物通常是颗粒状或粉状，味道糟糕，即使它们能够提供更多的纤维。Poppi 的联合创始人斯蒂芬·埃尔斯沃斯表示，专注于口味以及使产品易于融入日常生活的制造商最终会在行业中脱颖而出。</p>
</div><p>&#34;We always wanted to be 'sneaky healthy,' where we could slip in three grams of fiber,&#34; he said.</p>
<div class="lb-trans"><p>“我们一直想要做到 ‘隐秘健康’，让我们能够悄悄地加入三克纤维，” 他说。</p>
</div><p>Ellsworth, who is no longer involved in Poppi's day-to-day operations, noted that people generally have more than one soda per day. Some of Poppi's rivals, meanwhile, sell drinks with as much as nine grams of fiber. &#34;Think about consuming 18 grams of fiber at lunch,&#34; he said.</p>
<div class="lb-trans"><p>埃尔斯沃斯不再参与 Poppi 的日常运营，他指出人们通常每天会喝多于一瓶苏打水。与此同时，Poppi 的竞争对手有些饮料的纤维含量高达九克。“想想在午餐时摄入 18 克纤维，” 他说。</p>
</div><p>Indeed, Slavin said one of the risks of rushing head-on into a fully fibermaxxed diet is the potential for bloating and other stomach trouble, which could make people give up on longer-term consumption habits. Starting more slowly, with lots of water and variety in your diet, is a smarter approach.</p>
<div class="lb-trans"><p>确实，斯拉文表示，急于全面进入完全纤维最大化饮食的风险之一是可能导致腹胀和其他胃部问题，这可能使人们放弃长期的消费习惯。更聪明的做法是慢慢开始，多喝水，并在饮食中保持多样性。</p>
</div><p>Fibermaxxed out?</p>
<div class="lb-trans"><p>纤维最大化了吗？</p>
</div><p>Kantha Shelke, a food scientist and senior lecturer at Johns Hopkins University, also noted that different types of fiber do different things - and deliver varying degrees of benefits, depending on the form.</p>
<div class="lb-trans"><p>食品科学家、约翰霍普金斯大学高级讲师坎莎·谢尔克也指出，不同类型的纤维具有不同的作用——并根据形式提供不同程度的益处。</p>
</div><p>Soluble fiber - found in things like oats and lentils - dissolves in water, slows digestion and helps lower some cholesterol, Shelke said. Insoluble fiber - found in foods like whole wheat and wheat bran - helps clear out the gut, and is not digested. Prebiotic fiber, from sources like legumes, fortifies the good bacteria in your digestive system and, in turn, benefits your metabolism and immune system.</p>
<div class="lb-trans"><p>可溶性纤维——存在于燕麦和扁豆等食物中——在水中溶解，减缓消化并有助于降低某些胆固醇，谢尔克表示。不可溶性纤维——存在于全麦和小麦麸等食物中——有助于清理肠道，并且不被消化。益生元纤维来自豆类等来源，增强你消化系统中的好细菌，从而有益于你的新陈代谢和免疫系统。</p>
</div><p>Moreover, the foods that naturally carry certain types of fiber, thanks to moisture levels or other characteristics, often make for the best delivery systems for that fiber. Removing that fiber from its natural habitat and putting it in a potato chip, for instance, can reduce the health benefits.</p>
<div class="lb-trans"><p>此外，天然含有某些类型纤维的食物，由于其水分含量或其他特性，通常是最佳的纤维传递系统。例如，将这种纤维从其自然环境中移除并放入薯片中，可能会减少其健康益处。</p>
</div><p>Shelke also observed that a fortified snack with, say, six grams of fiber but 15 grams of added sugar can't be called a health food.</p>
<div class="lb-trans"><p>Shelke 还观察到，像是含有六克纤维但添加了 15 克糖的强化零食不能被称为健康食品。</p>
</div><p>&#34;If it is a snack or a food product that has six grams of fiber, but it also comes with added sugar or salt, that fiber is no longer redeeming the product,&#34; she said. &#34;It's a decoration, because your system has to now fight the sugar while it's trying to digest it.&#34;</p>
<div class="lb-trans"><p>&#34;如果这是一个含有六克纤维的零食或食品，但同时也添加了糖或盐，那么这个纤维就不再为产品带来价值，&#34;她说。&#34;它只是一个装饰，因为你的身体现在必须在消化它的同时对抗糖。&#34;</p>
</div><p>The functional-food industry broadly has also shown signs of getting crowded. BellRing Brands (BRBR), which makes Premier Protein drinks, said last week that rivals were piling into the industry and cutting prices.</p>
<div class="lb-trans"><p>功能性食品行业也显示出拥挤的迹象。制造 Premier Protein 饮料的 BellRing Brands（BRBR）上周表示，竞争对手纷纷涌入该行业并降低价格。</p>
</div><p>Ellsworth noted that at a recent conference for natural brands, protein products were everywhere - in chips, dips and sauces. He added that diets involving &#34;maxxing&#34; are often shortcuts made in place of more balanced habits.</p>
<div class="lb-trans"><p>Ellsworth 指出，在最近一次自然品牌会议上，蛋白质产品无处不在——在薯片、调味酱和酱料中。他补充说，涉及 “maxxing” 的饮食通常是为了替代更均衡的习惯而采取的捷径。</p>
</div><p>&#34;Fibermaxxing - 'maxxing' of whatever - typically falls out of favor pretty quickly because it's simply not sustainable,&#34; he said.</p>
<div class="lb-trans"><p>&#34;Fibermaxxing——任何东西的 ‘maxxing’——通常很快就会失宠，因为这根本不可持续，&#34;他说。</p>
</div><p>Still, Slavin suggested the future of fiber consumption is unlikely to look the way it did for generations past, as people get more comfortable talking about digestive health.</p>
<div class="lb-trans"><p>尽管如此，Slavin 表示，未来的纤维消费方式不太可能像过去几代人那样，因为人们对消化健康的讨论变得更加舒适。</p>
</div><p>&#34;People say, 'Oh, once these All-Bran consumers die, how will we get young people to eat All-Bran?'&#34; Slavin said. The answer, she added: &#34;I don't think we will.&#34;</p>
<div class="lb-trans"><p>&#34;人们说，‘哦，一旦这些 All-Bran 消费者去世，我们如何让年轻人吃 All-Bran？’&#34;Slavin 说。她补充道：&#34;我认为我们不会。&#34;</p>
</div><p>-Bill Peters</p>
<div class="lb-trans"><p>-Bill Peters</p>
</div><p>This content was created by MarketWatch, which is operated by Dow Jones &amp; Co. MarketWatch is published independently from Dow Jones Newswires and The Wall Street Journal.</p>
<div class="lb-trans"><p>此内容由 MarketWatch 创建，MarketWatch 由道琼斯公司运营。MarketWatch 与道琼斯新闻通讯和华尔街日报独立出版。</p>
</div><p>(END) Dow Jones Newswires</p>
<div class="lb-trans"><p>（完）道琼斯新闻通讯</p>
</div><p>05-10-26 1100ET</p>
<div class="lb-trans"><p>05-10-26 1100ET</p>
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'Fibermaxxing' has spurred the launch of fiber sodas and gummies. Is the craze going too far?

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‘Fibermaxxing’ 已经催生了纤维苏打和软糖的上市。这股热潮是否已经过头了？