They’ve been hedging their bets on protein by also boosting their products with fiber. Fiber, like protein, conveys strength and fullness. There’s only one catch, for us: The companies have been adding twenty-six types of fibers to their products, from all manner of sources, presumably based on the lowest cost, and most of these won’t make us feel fuller or eat any less. The industry’s own research showed this. In an attempt to deal with this ruse, the FDA in 2018 said it would start requiring companies to come up with some research showing their particular fiber actually works before they’re
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