Fibre may be the next food fad, but experts advise caution with ‘fibremaxxing’

When baking, substitute white flour with whole grain flour. — Photos: Freepik Kersten said long-term studies about the benefits of fibre have looked at the consumption of whole foods, not fibre-added packaged products.

United States consumers who have had their fill of finding protein added to everything from cereal to ice cream are about to meet the next big food fad: fibre.

Americans have been boosting their protein intake for years; even Pop-Tarts and Starbucks are selling protein-enhanced products. But the number of new products promoted with high or added fibre saw a big uptick in the US this year, according to market research firm Mintel.