The ad leans into the truth about Raisin Bran that, for decades, it tried to obscure with messaging about its plentiful raisin content: This cereal makes you poop.<\/p>\n
I’ll admit: I laughed. I can’t deny a good poop joke, and its frankness about the reason some people enjoy bran cereal reminded me of my favorite SNL sketches for “Colon Blow<\/a>” cereal.<\/p>\n Kellogg’s ad taps into a broader cultural zeitgeist where fiber is the hottest new thing. Well, sure, fiber isn’t new \u2014 but the way people are talking about fiber is. And perhaps you’ve noticed \u2026 people can’t stop talking about fiber.<\/p>\n Big food brands are betting fiber is the new protein<\/p>\n On social media, wellness and fitness influencers talk about “fibermaxxing,” a new trend of focusing on fiber content. If the last few years seemed to be all about reminding people to get more protein, suddenly the focus has shifted to fiber.<\/p>\n \n Every time Katie publishes a story, you\u2019ll get an alert straight to your inbox!\n <\/p>\n \n Stay connected to Katie and get more of their work as it publishes.\n <\/p>\n Big food companies are taking notice, too. PepsiCo’s CEO Ramon Laguarta said in a recent earnings call<\/a> that “fiber will be the next protein.” It’s planning to launch new fiberful versions of Propel water and Starbucks packaged drinks, as well as add fiber to snacks like Sun Chips, PopCorners, and Smartfood. Coca-Cola is also<\/a> exploring adding fiber to sodas (there’s already a Diet Coke with fiber available in Japan).<\/p>\n McDonald’s CEO<\/a> made a video predicting food trends for 2026, including that fiber will be “big.” This made me slightly concerned that if McDonald’s comes out with some sort of fiber-intensive new dish, our nation’s sewers and pipes will not be able to handle the onslaught.<\/p>\n Fibermaxxing is the latest social media trend<\/p>\n But it’s not just that we might be eating McFiber fries washed down with a fiber Diet Coke soon. There’s something inescapable in the air about fiber lately, and it’s not shying away from the obvious results of getting a fiber-rich diet. (Going to the bathroom.)<\/p>\n Fiber, of course, isn’t new (the original Raisin Bran cereal was invented in 1925 in Omaha<\/a>). But there has been a recent new focus on its health benefits<\/a> as colon cancer is on the rise<\/a> in younger people, and as a needed complement to high-protein diets recommended<\/a> for people on GLP-1s.<\/p>\n To understand the shift, I talked to “Fiber Daddy<\/a>,” aka Alan Lin, whose TikTok account has nearly 100,000 followers who watch him consume massive fiber quantities and talk about “fart maxxing.”<\/p>\n![\"Katie](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2026\/02\/6785314850dfd88e193e0de7.jpeg\")
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