<p>比爾·彼得斯</p>
<p>大公司正在急於利用纖維零食和 “功能性小吃” 獲利，但專家警告不要高估其健康益處</p>
<p>纖維曾是某些穀物的主打成分，如今已成為主流，食品公司將其融入更多的零食和飲料中。</p>
<p>你最近有在 “纖維最大化” 嗎？如果有，國家最大的食品公司有纖維注入的蘇打水、爆米花和糖果棒想要出售給你。</p>
<p>在社交媒體上搜索纖維最大化，你會看到各種奇亞籽布丁和豆沙拉的食譜，以及影響者們談論高纖維飲食的好處。反過來，像卡夫亨氏（KHC）和百事（PEP）這樣的老牌消費品公司也在努力跟上，推出一些他們知名品牌的纖維版本，或者直接收購進入這一領域。</p>
<p>對這一成分的關注加深，正值健康與健康生活方式的交匯之際，而 GLP-1 減肥藥物改變了美國人的飲食方式。然而，廣義的 “功能性” 食品和飲料行業——比如纖維蘇打水和蛋白質增強華夫餅——在最近幾個月變得更加競爭激烈，出現了過度飽和的跡象。</p>
<p>雖然研究人員表示對纖維的關注增加可以帶來好處，但他們警告某些零食的其他成分可能會干擾纖維的效果。一些人還表示，美國人——就像之前的健康潮流一樣——有過度消費的風險。</p>
<p>明尼蘇達大學食品科學與營養學教授喬安娜·斯拉文表示：“顯然，我更希望人們從植物、水果、蔬菜和全穀物中獲取纖維。但我也是一個務實的人，意識到對於很多人來説，我們必須迎合他們的需求。”</p>
<p>新產品和收購</p>
<p>為了迎合客户的需求，品牌並不一定會加倍押注於像凱洛格的全麥穀物這樣的纖維主食，而是更關注飲料和零食。</p>
<p>例如，百事推出了自己的命名益生元可樂，含有纖維，並於二月份在全國範圍內上市。該公司在三月份宣佈推出含纖維的 Smartfood 爆米花和 Sun Chips，引用了纖維最大化的趨勢——簡單來説，就是要求攝入更多纖維。去年，百事以 19.5 億美元收購了製造益生元纖維蘇打水的 Poppi。</p>
<p>與此同時，聯合利華（UL）上個月同意收購 Gruns，該公司的軟糖也含有益生元纖維。上個月，卡夫亨氏推出了新版本的纖維注入的麥克和奶酪，面向大型零售商。Beyond Meat（BYND）最近幾個月推出了更多纖維的肉類替代品和飲料，而好時（HSY）在三月份將其纖維豐富的 One 棒稱為其 “強大創新路線圖” 的一部分。</p>
<p>此外，香料製造商麥考密克（MKC）最近指出，它在產品中添加了蛋白質和纖維等成分。Conagra Brands（CAG）表示，其 “以纖維為主的零食和餐食” 將幫助其吸引年輕消費者。而奧利奧製造商 Mondelez International（MDLZ）在上個月的財報電話會議上也表示，他們關注這一趨勢。</p>
<p>“我們確實非常關注主流的優質益處，如蛋白質和纖維，” 通用磨坊（GIS）北美零售和寵物部門的集團總裁達娜·麥克納布在三月份的財報電話會議上表示，強調即將推出的含纖維和蛋白質的安妮水果零食和 Larabar 零食棒。“這反響非常好。”</p>
<p>‘隱秘健康’</p>
<p>與蛋白質——食品行業試圖利用的另一個主要趨勢——不同，美國人通常攝入的纖維不足，這有助於消化健康並降低膽固醇。超市貨架上的加工食品是主要原因之一。</p>
<p>估計美國人每天攝入的纖維平均約為 15 克或更少。這遠低於梅奧診所推薦的成人每日攝入 21 到 38 克的標準。根據美國營養學會的數據，只有 5% 的男性和 9% 的女性攝入足夠的纖維。</p>
<p>斯拉文表示，過去幾年，關於纖維的研究往往被擱置在圖書館中被遺忘。她指出，社交媒體幫助重新喚起了人們對腸道和大腦如何協同工作的興趣。她補充説，GLP-1 用户也傾向於選擇纖維來幫助應對便秘，這是這些藥物的常見副作用。</p>
<p>過去的纖維飲料混合物通常是顆粒狀或粉狀，味道糟糕，即使它們能夠提供更多的纖維。Poppi 的聯合創始人斯蒂芬·埃爾斯沃斯表示，專注於口味以及使產品易於融入日常生活的製造商最終會在行業中脱穎而出。</p>
<p>“我們一直想要做到 ‘隱秘健康’，讓我們能夠悄悄地加入三克纖維，” 他説。</p>
<p>埃爾斯沃斯不再參與 Poppi 的日常運營，他指出人們通常每天會喝多於一瓶蘇打水。與此同時，Poppi 的競爭對手有些飲料的纖維含量高達九克。“想想在午餐時攝入 18 克纖維，” 他説。</p>
<p>確實，斯拉文表示，急於全面進入完全纖維最大化飲食的風險之一是可能導致腹脹和其他胃部問題，這可能使人們放棄長期的消費習慣。更聰明的做法是慢慢開始，多喝水，並在飲食中保持多樣性。</p>
<p>纖維最大化了嗎？</p>
<p>食品科學家、約翰霍普金斯大學高級講師坎莎·謝爾克也指出，不同類型的纖維具有不同的作用——並根據形式提供不同程度的益處。</p>
<p>可溶性纖維——存在於燕麥和扁豆等食物中——在水中溶解，減緩消化並有助於降低某些膽固醇，謝爾克表示。不可溶性纖維——存在於全麥和小麥麩等食物中——有助於清理腸道，並且不被消化。益生元纖維來自豆類等來源，增強你消化系統中的好細菌，從而有益於你的新陳代謝和免疫系統。</p>
<p>此外，天然含有某些類型纖維的食物，由於其水分含量或其他特性，通常是最佳的纖維傳遞系統。例如，將這種纖維從其自然環境中移除並放入薯片中，可能會減少其健康益處。</p>
<p>Shelke 還觀察到，像是含有六克纖維但添加了 15 克糖的強化零食不能被稱為健康食品。</p>
<p>&#34;如果這是一個含有六克纖維的零食或食品，但同時也添加了糖或鹽，那麼這個纖維就不再為產品帶來價值，&#34;她説。&#34;它只是一個裝飾，因為你的身體現在必須在消化它的同時對抗糖。&#34;</p>
<p>功能性食品行業也顯示出擁擠的跡象。製造 Premier Protein 飲料的 BellRing Brands（BRBR）上週表示，競爭對手紛紛湧入該行業並降低價格。</p>
<p>Ellsworth 指出，在最近一次自然品牌會議上，蛋白質產品無處不在——在薯片、調味醬和醬料中。他補充説，涉及 “maxxing” 的飲食通常是為了替代更均衡的習慣而採取的捷徑。</p>
<p>&#34;Fibermaxxing——任何東西的 ‘maxxing’——通常很快就會失寵，因為這根本不可持續，&#34;他説。</p>
<p>儘管如此，Slavin 表示，未來的纖維消費方式不太可能像過去幾代人那樣，因為人們對消化健康的討論變得更加舒適。</p>
<p>&#34;人們説，‘哦，一旦這些 All-Bran 消費者去世，我們如何讓年輕人吃 All-Bran？’&#34;Slavin 説。她補充道：&#34;我認為我們不會。&#34;</p>
<p>-Bill Peters</p>
<p>此內容由 MarketWatch 創建，MarketWatch 由道瓊斯公司運營。MarketWatch 與道瓊斯新聞通訊和華爾街日報獨立出版。</p>
<p>（完）道瓊斯新聞通訊</p>
<p>05-10-26 1100ET</p>

百事

卡夫亨氏

食品飲料 ETF - PowerShares

日常消費品 ETF - SPDR

日常消費品 ETF - Vanguard

納斯達克食品飲料 ETF - First Trust

PEPS

美國消費品 ETF - iShares

<p>“纖維最大化” 的趨勢促使百事和卡夫亨氏等大型食品公司推出了含纖維的產品，包括蘇打水和零食。專家警告不要高估其健康益處，強調雖然纖維有助於消化，但許多新產品可能含有抵消其效果的成分。美國人平均每天僅攝入約 15 克纖維，遠低於推薦攝入量。隨着功能性食品市場的增長，各品牌正專注於口味和便利性以吸引消費者，社交媒體在推廣纖維益處方面發揮了重要作用</p>

<p>By Bill Peters</p>
<div class="lb-trans"><p>比爾·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>大公司正在急於利用纖維零食和 “功能性小吃” 獲利，但專家警告不要高估其健康益處</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>纖維曾是某些穀物的主打成分，如今已成為主流，食品公司將其融入更多的零食和飲料中。</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 “纖維最大化” 嗎？如果有，國家最大的食品公司有纖維注入的蘇打水、爆米花和糖果棒想要出售給你。</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>在社交媒體上搜索纖維最大化，你會看到各種奇亞籽布丁和豆沙拉的食譜，以及影響者們談論高纖維飲食的好處。反過來，像卡夫亨氏（KHC）和百事（PEP）這樣的老牌消費品公司也在努力跟上，推出一些他們知名品牌的纖維版本，或者直接收購進入這一領域。</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>對這一成分的關注加深，正值健康與健康生活方式的交匯之際，而 GLP-1 減肥藥物改變了美國人的飲食方式。然而，廣義的 “功能性” 食品和飲料行業——比如纖維蘇打水和蛋白質增強華夫餅——在最近幾個月變得更加競爭激烈，出現了過度飽和的跡象。</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>雖然研究人員表示對纖維的關注增加可以帶來好處，但他們警告某些零食的其他成分可能會干擾纖維的效果。一些人還表示，美國人——就像之前的健康潮流一樣——有過度消費的風險。</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>明尼蘇達大學食品科學與營養學教授喬安娜·斯拉文表示：“顯然，我更希望人們從植物、水果、蔬菜和全穀物中獲取纖維。但我也是一個務實的人，意識到對於很多人來説，我們必須迎合他們的需求。”</p>
</div><p>New products and acquisitions</p>
<div class="lb-trans"><p>新產品和收購</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>為了迎合客户的需求，品牌並不一定會加倍押注於像凱洛格的全麥穀物這樣的纖維主食，而是更關注飲料和零食。</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樂，含有纖維，並於二月份在全國範圍內上市。該公司在三月份宣佈推出含纖維的 Smartfood 爆米花和 Sun Chips，引用了纖維最大化的趨勢——簡單來説，就是要求攝入更多纖維。去年，百事以 19.5 億美元收購了製造益生元纖維蘇打水的 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>與此同時，聯合利華（UL）上個月同意收購 Gruns，該公司的軟糖也含有益生元纖維。上個月，卡夫亨氏推出了新版本的纖維注入的麥克和奶酪，面向大型零售商。Beyond Meat（BYND）最近幾個月推出了更多纖維的肉類替代品和飲料，而好時（HSY）在三月份將其纖維豐富的 One 棒稱為其 “強大創新路線圖” 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，香料製造商麥考密克（MKC）最近指出，它在產品中添加了蛋白質和纖維等成分。Conagra Brands（CAG）表示，其 “以纖維為主的零食和餐食” 將幫助其吸引年輕消費者。而奧利奧製造商 Mondelez International（MDLZ）在上個月的財報電話會議上也表示，他們關注這一趨勢。</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>“我們確實非常關注主流的優質益處，如蛋白質和纖維，” 通用磨坊（GIS）北美零售和寵物部門的集團總裁達娜·麥克納布在三月份的財報電話會議上表示，強調即將推出的含纖維和蛋白質的安妮水果零食和 Larabar 零食棒。“這反響非常好。”</p>
</div><p>'Sneaky healthy'</p>
<div class="lb-trans"><p>‘隱秘健康’</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>與蛋白質——食品行業試圖利用的另一個主要趨勢——不同，美國人通常攝入的纖維不足，這有助於消化健康並降低膽固醇。超市貨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>估計美國人每天攝入的纖維平均約為 15 克或更少。這遠低於梅奧診所推薦的成人每日攝入 21 到 38 克的標準。根據美國營養學會的數據，只有 5% 的男性和 9% 的女性攝入足夠的纖維。</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，過去幾年，關於纖維的研究往往被擱置在圖書館中被遺忘。她指出，社交媒體幫助重新喚起了人們對腸道和大腦如何協同工作的興趣。她補充説，GLP-1 用户也傾向於選擇纖維來幫助應對便秘，這是這些藥物的常見副作用。</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>過去的纖維飲料混合物通常是顆粒狀或粉狀，味道糟糕，即使它們能夠提供更多的纖維。Poppi 的聯合創始人斯蒂芬·埃爾斯沃斯表示，專注於口味以及使產品易於融入日常生活的製造商最終會在行業中脱穎而出。</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>“我們一直想要做到 ‘隱秘健康’，讓我們能夠悄悄地加入三克纖維，” 他説。</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>埃爾斯沃斯不再參與 Poppi 的日常運營，他指出人們通常每天會喝多於一瓶蘇打水。與此同時，Poppi 的競爭對手有些飲料的纖維含量高達九克。“想想在午餐時攝入 18 克纖維，” 他説。</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>確實，斯拉文表示，急於全面進入完全纖維最大化飲食的風險之一是可能導致腹脹和其他胃部問題，這可能使人們放棄長期的消費習慣。更聰明的做法是慢慢開始，多喝水，並在飲食中保持多樣性。</p>
</div><p>Fibermaxxed out?</p>
<div class="lb-trans"><p>纖維最大化了嗎？</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>食品科學家、約翰霍普金斯大學高級講師坎莎·謝爾克也指出，不同類型的纖維具有不同的作用——並根據形式提供不同程度的益處。</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>可溶性纖維——存在於燕麥和扁豆等食物中——在水中溶解，減緩消化並有助於降低某些膽固醇，謝爾克表示。不可溶性纖維——存在於全麥和小麥麩等食物中——有助於清理腸道，並且不被消化。益生元纖維來自豆類等來源，增強你消化系統中的好細菌，從而有益於你的新陳代謝和免疫系統。</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，天然含有某些類型纖維的食物，由於其水分含量或其他特性，通常是最佳的纖維傳遞系統。例如，將這種纖維從其自然環境中移除並放入薯片中，可能會減少其健康益處。</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 還觀察到，像是含有六克纖維但添加了 15 克糖的強化零食不能被稱為健康食品。</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;如果這是一個含有六克纖維的零食或食品，但同時也添加了糖或鹽，那麼這個纖維就不再為產品帶來價值，&#34;她説。&#34;它只是一個裝飾，因為你的身體現在必須在消化它的同時對抗糖。&#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>功能性食品行業也顯示出擁擠的跡象。製造 Premier Protein 飲料的 BellRing Brands（BRBR）上週表示，競爭對手紛紛湧入該行業並降低價格。</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會議上，蛋白質產品無處不在——在薯片、調味醬和醬料中。他補充説，涉及 “maxxing” 的飲食通常是為了替代更均衡的習慣而採取的捷徑。</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——任何東西的 ‘maxxing’——通常很快就會失寵，因為這根本不可持續，&#34;他説。</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>儘管如此，Slavin 表示，未來的纖維消費方式不太可能像過去幾代人那樣，因為人們對消化健康的討論變得更加舒適。</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;人們説，‘哦，一旦這些 All-Bran 消費者去世，我們如何讓年輕人吃 All-Bran？’&#34;Slavin 説。她補充道：&#34;我認為我們不會。&#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>此內容由 MarketWatch 創建，MarketWatch 由道瓊斯公司運營。MarketWatch 與道瓊斯新聞通訊和華爾街日報獨立出版。</p>
</div><p>(END) Dow Jones Newswires</p>
<div class="lb-trans"><p>（完）道瓊斯新聞通訊</p>
</div><p>05-10-26 1100ET</p>
<div class="lb-trans"><p>05-10-26 1100ET</p>
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‘Fibermaxxing’ 已經催生了纖維蘇打和軟糖的上市。這股熱潮是否已經過頭了？