Get Your Fizz, Fortitude and Fiber in One Bottle!
The dietary fiber market is expected to be worth $4.31 billion (yup with a b) by the year 2020 according to Markets and Markets. This is apparently due to the fact that as a society we're becoming even more diet-conscious and are willing to spend our meager disposable incomes on things like dietary fiber products.
Yeah, yeah, we could just eat more fruits and veggies, but that takes more effort. And why would you go to all that trouble, when it's so easy to stir a heaping spoonful of fiber into your instant breakfast drink?
Now, in some parts of the world (not the U.S. for the foreseeable future) you can get your fiber in one of your favorite bubbly beverages. Coca-Cola has introduced Coca-Cola Plus in Japan. It is sugar-free, calorie-free and adds a teeny tiny 5 grams of dietary fiber every time you chug down a bottle.
Their demographic target is the gigantic aging population there, which is apparently seeking a fizzy, fountain of youth. So Coca-Cola Japan has intentions of introducing other so-called FOSHU (Foods of Specified Health Use) elements to a variety of their products. For instance Canada Dry Plus is already in the pipeline, (again, only in Japan).
Dr. David Michaels who is Coca-Cola Asia-Pacific's product development R&D director encourages people to drink their fibery new beverage with lunch or dinner because it is also touted to "suppress fat absorption" and help lower your triglyceride levels.
Coca-Cola Plus has a less than savory nickname, which I'll keep to myself, but I will say it has to do with it's desired effect on your digestion. Perhaps it's just me, but even if it lands here in the U.S., I think I'll stick with my broccoli, granola, apples, and occasional Captain & Coke (minus the plus).