Fiber One: Credibility Zero!

Posted in Nutrition Labels

Oops, they did it again.

We like Fiber One’s original cereal. We like it so much we even gave it the Brand Doctor’s Silver Medal distinction.

But then Fiber One created three new varieties of cereal (Honey Clusters, Raisin Bran Clusters, and Caramel Delight) – each includes more sodium and sugar and a wider variety of junk ingredients that are not found in the original version.

The decline of Fiber One’s good name continued when they introduced Fiber One Chewy Bars. These on-the-go snacks get their fiber from stuff like chicory root extract and maltodextrin. Sure these ingredients do provide fiber, but they lack the powerhouse nutrients found in whole grains. And instead of whole grains, the Chewy Bars contain junk ingredients like ethanol and high fructose corn syrup. Yuck!

We wish Fiber One would go back to a simpler time and embrace the nutritional values of its original cereal. But to quote Britney Spears, the queen of fallen pop idols, “oops… they did it again.”

Continuing on its course for brand implosion, Fiber One has joined ranks with Yoplait yogurt to push another dubious product.

Case in point: Yoplait Fiber One Creamy Yogurt (Non Fat Strawberry)


Calories per serving: 80 cals, 0g fat, 5g fiber, 11g sugar, 4g protein

INGREDIENTS: Cultured Pasteurized Grade A Nonfat Milk, High Fructose Corn Syrup, Chicory Root Extract (Inulin), Modified Corn Starch, Whey Protein Concentrate, Kosher Gelatin, Natural and Artificial Flavor, Citric Acid, Aspartame (Phenylketonurics: Contains Phenylalanine), Potassium Sorbate Added to Maintain Freshness, Colored with Carmine, Vitamin A Acetate, Vitamin D3. Contains Active Yogurt Cultures Including L. Acidophilus.

Decoding the Fine Print

It’s official… Fiber One has not only fallen from our good graces but has also earned the eBrandAid Bamboozler Award which designates it as the worst of the worst of the Healthy Food Imposters!

They earned this dishonor for using their good name to trick consumers into purchasing less than healthy brands.

Take a look:

High Fructose Corn Syrup is the second ingredient in this creamy yogurt, further down the list there’s also aspartame, an artificial sweetener. How many sweeteners does one cup of yogurt need?

And just like the aforementioned Chewy Bars, the fiber in this yogurt comes from additives like chicory root extract instead of whole grains.

Also lurking is the preservative potassium sorbate and (brace yourself) carmine – a dye made from dried and ground female bodies of the Dactylopius coccus costa (Coccus cacti L.) insect!

OMG! Why has Fiber One tarnished their reputation by putting their name on this lousy yogurt? If Phillip Morris added chicory root extract to their tobacco, would Fiber One endorse cigarettes too?

Reality Check

Folks, please don’t be bamboozled by these deceptive marketing ploys. Just because a product says Fiber One, doesn’t mean it’s healthy—especially when the key Fiber One ingredients (whole grains) are missing!

Remember, knowledge is power. Read the labels.

Brand Doctor Tip: Select a BestBrands yogurt and mix in a handful of the original Fiber One cereal and you’ve got a yogurt that’s healthy and high in fiber!

Remember, when you’re armed with a little eBrandAid know-how, you’re in control at the grocery store.

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In Our Opinion: The information contained in the eBrandAid e-newsletters is strictly based on the opinions of the eBrand Doctors. We have created a set of guidelines that we believe will help shoppers to better understand and decode food labels on products found in most grocery stores. Our mission is to help shoppers find the healthier brands that have the least amount of chemicals and other junk ingredients.

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