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Finding Opportunities to Fill the Fiber Gap: Choose MyBowl! Pat Felt, MS, RD, LD Kellogg’s USA Nutrition Marketing Today’s Agenda • Review the benefits of breakfast and smart solutions to start the day • Share a new tool to help people build better breakfasts: Kellogg’s MyBowl • Explore how you can use new MyBowl Resources, including interactive components • Learn how to find the fiber in the bowl and on the plate • Understand Fiber’s benefits beyond the Gut Benefits of Breakfast & Smart Solutions Breakfast Delivers Big Benefits Experts Agree Breakfast is the Most Important Meal of the Day • Establishes healthy eating habits – Increased whole fruit, total vegetables, whole grain, and milk consumption • Contributes to healthy weight and BMI among children and adults O’Neil CE, Zanovec M, Nicklas TA, Cho SS. Presweetened and non-presweetened ready-to-eat cereals at breakfast are associated with improved nutrient intake but not with increased body weight of children and adolescents. American Journal of Lifestyle Medicine. 2012. Albertson MA, Anderson GH, Crockett SJ, Geobel MT. Ready-to-eat cereal consumption: it’s relationship with BMI and nutrient intake in children aged 4 to 12 years. Journal of the American Dietetic Association. 2003. But Life Gets in the Way and Many People Skip Breakfast 54% of adults would like to eat breakfast daily 34% of adults actually eat breakfast daily 89% of moms want their kids to eat breakfast daily 40% of moms report that their child doesn’t eat breakfast daily Kellogg’s Breakfast in America Survey. 2011. As Kids Grow Up, Breakfast Consumption Goes Down of kids attending high school eat breakfast daily. of kids attending middle school eat breakfast daily. of young children eat breakfast every day. Kellogg’s Breakfast in America Survey. 2011. Families Face Barriers to Enjoying Breakfast No time or inconvenient Not hungry Trying to lose weight (believe breakfastskipping helps) Breakfast Solutions: Nutritionals 2010 DGA Nutrients of Concern Calories 1 c Frosted Wheat Cereal, 1 c 1% milk, ½ c strawberries 1 scrambled egg with 1 tbsp shredded cheddar cheese, 1 c orange juice, 1 slice whole wheat toast with 2 tsp fruit spread 1 whole grain bagel (2 oz.), 2 tbsp light cream cheese, 1 cup cantaloupe cubes, latte made with ½ cup fat-free milk 1 slice wheat toast, 1 tbsp peanut butter, 1 med banana, 1 c apple juice Fat (g) 320 3.5 Sat Fat (g) Sodium (mg) Protein Fiber (g) (g) 1.5 110 14 Calcium (mg) Vitamin D (IU) Potassium (mg) 8 300 130 680 350 11 4 360 14 3 150 20 650 270 6 3 370 13 5 410 50 790 390 10 2 220 8 5 70 0 870 USDA National Nutrient Database for Standard Reference. Release 24. 2011. Cereal Remains #1 Food Consumed at Breakfast in Every Age Group Of all breakfast occasions, Americans are consuming: 32% Ready-to-Eat Cereal 15% Toasted/Non-Toasted Bread 13% Eggs 13% Fruit 10% Pancakes/Waffles/French Toast NPD Group, Total Individuals: National Eating Trends, February 2012. (percentages rounded) Cereal is #1 consumed breakfast food (40%) for kids 6-17 years-old Cereal + Milk is A Favorite — and A Nutritional Powerhouse A breakfast of cereal with skim milk delivers an array of essential nutrients in about 150 calories per serving, on average – for only 50 cents. Cereal with milk & fruit helps get more of the four nutrients of concern identified by the 2010 Dietary Guidelines -- fiber, calcium, vitamin D and potassium. Scientific evidence shows that cereal eaters have healthier body weights. In the US, cereal + milk is a leading source of 10 nutrients in kids’ diets. Breakfast and Dietary Guidance 2010 Dietary Guidelines for Americans on Breakfast “Eat a nutrient-dense breakfast” • “Not eating breakfast has been associated with excess body weight, especially among children and adolescents.” • “Consuming breakfast also has been associated with weight loss and weight loss maintenance, as well as improved nutrient intake.” Do We Need a Tool to Help Translate Dietary Guidance and Help People Build A Better Breakfast? Kellogg’s MyBowl™ Makes It Easier to Build Better Breakfasts • Easy, simple way to translate dietary guidance to bowl-based meals, like cereal breakfast • Interactive tool to help clients include a variety of foods and food groups at breakfast • Visual resources to demonstrate how nutrition at breakfast is key to start the day RD Feedback on MyBowl • 89% of RDs believe a tool like Kellogg’s MyBowl complements USDA’s MyPlate extremely or very well. • 95% of RDs expect Kellogg’s MyBowl to be used in addition to USDA’s MyPlate. Survey of 204 Registered Dietitians - Perceptions of Whole Grain Foods, Fiber, MyPlate and Reactions to MyBowl. March 2012. Kellogg’s MyBowl™ Is Consumer-Relevant • 83% of consumers thought Kellogg’s MyBowl concepts conveyed breakfast, and 39% said it depicted food groups eaten in a bowl. • 41% of consumers thought Kellogg’s MyBowl concepts worked together with USDA’s MyPlate. Survey of 164 females, ages 21-44. February 24-March 2, 2012. www.ChooseMyBowl.com 19 20 Coming Soon. . . • Kellogg will add more MyBowl resources this year, including – Interactive Build A Better Breakfast online tool – Healthcare professional toolkit Build Better Breakfasts with Kellogg’s MyBowl • Breakfast delivers BIG benefits – yet many families are skipping breakfast, especially as kids gets older. • 2010 Dietary Guidelines for Americans recognizes the importance of breakfast, and there’s an opportunity to apply recommendations to bowl-based meals like cereal breakfasts. • Kellogg’s MyBowl is a new, interactive tool you can use to help people build better breakfasts. Visit ChooseMyBowl.com for more resources! Helping Consumers Find the Fiber in MyBowl and on MyPlate! Fiber: Another National Deficit Adequate Intake is 14 grams per 1,000 calories— 25 grams per day for women and 38 grams per day for men Institute of Medicine Average intake of dietary fiber is very low—only 15 grams per day on average NHANES Less than 10% of Americans are meeting their fiber recommendation 2005 and 2010 US Dietary Guidelines lists fiber as a “nutrient of concern” What We Eat in America, 2005, NHANES 2003-06 2010 Dietary Guidelines For Americans What Are American’s Sources For Fiber Intake? USDA 36 % 15 % 36% 11 % Consumer Surveys 13 % 25% United States Department of Agriculture, Center for Nutrition Policy and Promotion, Home Economics Research Report Number 58: Nutrient Content of the U.S. Food Supply, 2005, Washington DC; March 2008 NPD NET Panel 2008 Most Americans Say They Are Looking for WholeGrains and Fiber as They Make Purchase Decisions IFIC Foundation 2012 Food and Health Survey With Good Intent, Consumers ARE Looking for More Fiber • Consumers are looking to specific nutrients and ingredients as a health “gauges” for their foods – Protein and Fiber, specifically are among the nutrients most important to consumers Hartman Group Compass Eating Database, 2012 But, consumers are especially confused about fiber and whole-grains1 • 85% expect a food labeled “whole-grain” on-pack to be an excellent or good source of fiber • 73% of adults believe food products made with whole-grain ingredients provide at least a good source of fiber • Consumers strongly prefer simple, more actionable language (such as an icon) when presented with fiber and whole grain messages2 1Kellogg 2 1,043 Company Whole Grains & Fiber Omnibus Survey, 2009 grocery shoppers surveyed online in Nov. 2010 Consumers Are Confused! They Are Trying to Find the Fiber Needle in the Whole-Grain Haystack! • They believe that while they are making more whole-grain choices they are also getting more fiber from those whole-grain food choices. • Registered Dietitian Research also reveals that RD’s consider that 90% of the 150 RD’s surveyed perceived a whole-grain stamp as a “good source” fiber claim 2010 Online RD Survey - screened from a community of medical specialty groups and administered by Survey Sampling International. Marketplace Whole-Grain Food Choices are Expanding But: They’re Not Taking Fiber Along! Ready-to-Eat Cereal 33% Increase One-third of products 2009-2011 With less than 3g fiber 212 whole-grain labeled RTEC brands 282 whole-grain labeled RTEC brands 99 whole-grain labeled granola bars 124 whole-grain labeled granola bars Granola/Cereal Bars 25% increase Half of products 2009-2011 with less than 3g fiber Based on 2012 audit of Mintel GNPD 2005-2007 and 2009-2011. Looking to Whole- Grain Labeling is Not Enough From Field to Box Fiber Content Varies Significantly Between Grains Grain Mean % Fiber in Kernel 1, 2, 3 Fiber in 16g of WG2 Barley1 30 2.8g Brown Rice 3.5 0.6g Oats2 10.6 1.7g Wheat3 13 2.0g 1. AACCI, 2006 2.All values from USDA National Nutrient Database SR 25 3. Fardet, 2010 Nutrition Research Reviews This 100% Whole-Grain Crispy Brown Rice Cereal provides about 28g of whole grain but < 1gram of fiber per serving This 100% Whole-Grain Shredded Wheat Cereal Provides about 45g of Whole-grain and 6g of fiber The Reality of Misperception Consumption Pattern Data Can Help Tell the Story! Where are Consumers Getting Fiber? Are they finding it in whole-grain foods? • • • Audit of NPD’s National Eating Trends (NET) panel (n=10,708) balanced to US census Average daily fiber intake calculated from types and frequency of food and beverages consumed using a 14 day food frequency diary over 3 years ending in 2008 T-tests were conducted on fiber intake at breakfast to identify differences between adults consuming WG cereals with either fiber level Results When the cereal consumed was made with whole-grain, it became the number one source for fiber in the diet. But when WG cereal contained ≥3 g fiber , consumption nearly doubled! RTEC BKF Consumers Fiber Consumed in RTEC (g) % Increase Non-WG RTEC 1.01g WG RTEC 1.66g 78% 2.37g 144% <3g fiber/svg) WG RTEC ≥ 3g fiber/svg Williams, Felt-Gunderson. AJLM 2013: Online ahead of print The Outcome of This Confusion: FIBER REMAINS A “NUTRIENT OF PUBLIC HEALTH CONCERN”! In order to find that elusive fiber needle – some food for thought • Meet consumers where they are – but help them understand that wholegrain ≠ fiber! • Educate and motivate consumers to look for at least 3 grams of fiber per serving as that marker to deliver the fiber benefit that they expect to get in their whole grain choices – But also educate them to look for fiber in other grain foods that may also provide at least a good source of fiber. • Work together to raise a call-to-action to include fiber for on-pack wholegrain labeling claims • Educate ourselves, our colleagues and consumers on the evidence and importance for eating more fiber – from all sources What is Fiber? • Institute of Medicine Definition – Dietary fiber – non-digestible carbohydrates and lignin that are intrinsic and intact in plants • Examples - Fibers found in fruits, vegetables, grains, bran, legumes – Functional (added) fiber – isolated non-digestible carbohydrates that have beneficial physiological effects in human beings • Examples - Fibers isolated from fruits, vegetables, grains, legumes such as pectin, cellulose, b-glucans, psyllium, inulin – Total fiber – sum of dietary and functional fiber What is Fiber? • Consumer Definition – Dietary fiber = fiber – Functional fiber = fiber – Total fiber = fiber Did you know? Functional Fiber is the only nutrient required by IOM to show a physiological benefit. All other nutrients are defined by their chemical composition. What are some of the potential benefits of fiber? We need a variety of fibers to maximize benefit. So many benefits! A blessing and a curse Because fiber has so many benefits it can create confusion for consumers The Goal: VARIETY! Building a More Fiber-ful Bowl/Plate • First Flip for Fiber! – Look to the Nutrition Facts Panel for at least 3g fiber per serving – Make sure that at least half those grain foods are whole- grain foods with at least 3 g of fiber – But also look to enriched grain foods with added fiber • Make Fiber Fun! – Use MyBowl to teach clients about fiber – Mix it Up! Use Fiber-ful products in different ways – Shake it up! Combine a high fiber cereal with one that isn’t as high – Add fruit to the bowl: You could get more than half way to fiber goals at the breakfast table! Circus Muffins: 3g Fiber • Help Fiber Find its Moxy! – Provide a “reason-to-believe” for eating more fiber – and make it easy Berry Bugs: 2g Fiber Swap it Out for Fiber! • Swap a candy bar for a more nutritious snack bar with at least 3g fiber • Swap out some flour in a recipe for finely crushed high fiber cereal • Use a crushed high fiber or bran flake cereal as crisp topping for casseroles • Use bran flake cereals to thicken soups and stews • Swap out mashed banana for some of the fat in quick bread recipes • Sprinkle high fiber cereal such as Kellogg’s All-Bran® on a salad instead of croutons or even on sorbet! • Spread apple slices with peanut butter and sprinkle with some crushed high fiber cereal Like to Cook? Alter Recipes to Include Fiber Cereals as Ingredients Or, search our website for some great recipes made with these products Curry Bran Chicken Salad Serving Size 189g Calories 190 Total Fat 5g Sodium 260mg Sugars 16g Dietary Fiber 4g • • • • • • • • • • • • • • • INGREDIENTS 2/3 cup plain, low-fat yogurt 2 tablespoons mayonnaise 1 tablespoon lemon juice 1 teaspoon sugar 1/2 teaspoon salt 1/8 teaspoon pepper 1 teaspoon curry powder 1/8 teaspoon ginger 2 cups chopped, cooked chicken 3/4 cup chopped celery 3/4 cup chopped green or red bell pepper 1/4 cup finely chopped onion 1 can (20 oz.) pineapple chunks, drained 3/4 cup Kellogg's® All-Bran® Original cereal (divided) Just One More Recipe! Slow Cooker Pork Serving Size 1 Cup Pork Mixture & 1/2 Cup Rice Calories 420 Total Fat 8g Sodium 270mg Sugars 24g Dietary Fiber 8g • • • • • • • • • • • • • INGREDIENTS 2 pounds lean pork stew meat 1 tablespoon vegetable oil 3 cups baby carrots 1 large onion, sliced 1 1/2 teaspoons dried thyme leaves 1/2 teaspoon coarse ground black pepper 1/4 teaspoon salt 1 clove garlic, minced 1 1/2 cups Kellogg's® All-Bran® Complete® Wheat Flakes cereal (crushed to 3/4 cup) 1 cup dried tart cherries 3/4 cup apple juice or apple cider 4 cups hot cooked brown rice Some Thoughts to Leave You With… • Help shrink the US fiber deficit by teaching your clients where to look for fiber – Make the breakfast meal a key occasion for consuming fiber – Snacks can be another occasion for getting some fiber – Make sure to look at the Nutrition Facts for fiber content • Be open to all types of fiber! – Science Supports that all fiber have benefits: and that a variety of fibers provide a variety of benefits for holistic health • Find the fun and flavor in fiber! – Use high fiber cereals in recipes – Swap out low fiber ingredients for higher fiber ingredients Be a Fiber Maven! Thank You!