Bellway brings clean label soluble fiber to US market

17 Jan 2020 --- US-based natural fiber brand Bellway has launched a “next-generation” soluble fiber that is suitable for keto, paleo and gluten-free diets. This move addresses the dietary needs of health-conscious US consumers, who the brand says are not getting enough fiber. Taking a clean label approach, the brand hopes to help close the fiber gap with a supplement that delivers 18 percent of daily fiber needs.

“Research shows that 95 percent of US consumers are fiber deficient and that the category has not been updated here in the US since the 1930s. That said, we want to help as many people as we can attain optimal health and digestion,” Max Dresse, Founder and CEO of Bellway Next Generation Fiber, tells NutritionInsight. 

The main ingredient in the product, psyllium, is touted for its ability to nourish healthy bacteria in the gut – supporting improved immunity function, clearer skin and a better mood.

As psyllium gently travels through the digestive system, it picks up toxins and loose materials along the way, making it easy to pass through without being completely broken down or absorbed, explains Dresse. “Adding natural psyllium to your diet can support regularity, health weight and mood management and even glowing skin,” he adds.

Following a recent move by the US Food and Drug Administration (FDA) to expand the definition of non-digestible dietary fiber, prebiotic NPD is expected to rise. Additionally, the consultancy company New Nutrition pegs 2020 as the year of inulin, a class of dietary fibers. 

Newly discovered health benefits are driving fiber applications, according to Innova Market Insights. When asked for reasons why they are consuming fiber, the majority of US consumers (64 percent) listed digestive health, but interestingly weight management (24 percent) and energy (16 percent) also featured.

Clean label 
Meeting marked consumer demand for clean label ingredients lists, Bellway uses all-natural and organic ingredients. “The fiber supplement market is a multi-billion dollar opportunity, yet the products currently dominating it do not speak to today’s consumers, who are concerned about ingredient quality,” notes David Birnbaum, Managing Partner of Five Four Ventures, which incubates the Bellway brand.

The clean label aspect of Bellway makes it stand out on the market. “Bellway is the only brand that uses real fruit to flavor its products, unlike other fiber supplement brands filled with chemicals and sugar,” notes Dresse. The product easily dissolves in water and comes in three flavors, including Lemon Lime, Raspberry Lemonade and Mixed Berry.

According to a 2018 consumer survey conducted by Innova Market Insights, 44 percent of US consumers are increasing their consumption of fiber, with 33 percent of UK consumers also doing so. At the same time, 21 percent average annual growth has been reported in new product launches carrying a fiber claim.

By Missy Green

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