Procter & Gamble Introduces Fibersure(TM)

Innovative Fiber Supplement Makes It Easy to Add Fiber to Your Favorite Meals Without Changing Taste, Texture or Enjoyment

CINCINNATI, April 10, 2006, 2006 /PRNewswire via COMTEX News Network/ -- Recognizing the increasing interest among Americans to improve their diets in an effort to be more health-conscious, The Procter & Gamble Company (NYSE: PG), the maker of Metamucil, has launched Fibersure. Fibersure is an all-natural, clear-mixing powder that can be easily incorporated into most foods and beverages to provide an immediate boost in fiber content. This latest innovation in dietary supplements addresses the widely recognized need for increased fiber in everyday diets, but also delivers what consumers have desired for ages when it comes to improving their eating habits -- a simple solution without any hassle.

Fibersure, made from Inulin, is an all-natural vegetable fiber derived from chicory root. Fibersure is tasteless, non-thickening, and quickly dissolves in water or most other liquids. A heaping teaspoon of Fibersure adds five grams of fiber per serving -- 20 percent of a person's daily requirements and more than any other leading fiber supplement currently on the market. Incorporating the product into food or beverages allows consumers to increase the fiber in their diet without altering the taste and texture of their favorite foods.

Fibersure also can be added to most recipes or methods of cooking, including baking, sauteing, stir frying, as well as in the creation of soups and salad dressings.

"In developing Fibersure, we looked closely at how consumers live their daily lives and what goes into creating and maintaining a healthy diet," said Crystal Harrell, Ph.D., Procter & Gamble Health Sciences. "It was important for us to provide a fiber supplement that met the needs health-conscious consumers are looking for in a way that could be easily incorporated into everyday cooking."

The ease-of-use of Fibersure effectively addresses how Americans approach cooking and eating in today's society. In fact, a recent survey administered by Opinion Research revealed that 94 percent of Americans believe eating healthy should be a priority and 86 percent believe there are changes they could be making to improve the health of their diets. However, the majority lack the motivation to take the steps needed. In fact, nearly two-thirds of respondents indicated "difficulty in changing old eating habits" as the main obstacle people face. The reasons preventing a change in eating habits included:

- 70 percent believed eating healthier would prevent them from eating
their favorite foods
- 59 percent felt that eating healthy takes too much time
- 51 percent were afraid that choosing healthy foods would change the
taste of what they ate

"What I think people will really appreciate about Fibersure is that it provides a simple, quick and realistic approach to improve the healthfulness of their diets, while no changes are required to the foods they cook or eat," said Jackie Newgent, registered dietitian and culinary expert. "Whether a health nut or in a diet rut, incorporating a supplement like Fibersure into cooking or baking can immediately make food -- even favorites -- better for you."

The introduction of Fibersure comes at a time when the nation is battling a "fiber deficit." Today, 95 percent of Americans are not consuming their daily fiber requirements. The National Fiber Council recommends people receive 32 grams or more of fiber per day, however, according to Columbia University, typical consumption of fiber averages 10 grams to 15 grams daily. That's less than half the recommended allowance. Fibersure provides consumers with an effective option in getting their daily-recommended fiber intake, while still being able to enjoy their favorite foods.

Fibersure will be available nationwide in April 2006 in most grocery, drug and mass merchandise stores where other supplements are found. The suggested retail price is $8.99 for a 7 oz package and $13.99 for an 11.7 oz package. Consumers also can request free samples of Fibersure or additional information by visiting

About The Survey

On behalf of Procter & Gamble, Opinion Research conducted a national telephone omnibus survey of U.S. adults ages 18 and older to help gauge consumer perception as it relates to behavior change. Interviewing for the survey was completed during February 2006.

About Fibersure

The creators of Metamucil, the No. 1 doctor-recommended fiber supplement, will introduce Fibersure to store shelves in April 2006 as a way to provide consumers with an easy and effective option in getting their daily-recommended fiber intake. Fibersure is an all-natural, clear-mixing powder that can be incorporated into almost any food or beverage to provide additional fiber. Each heaping teaspoon of Fibersure instantly adds 5 grams of fiber to almost any food or beverage -- 20 percent of a person's daily dietary requirement. For more information and product samples, please visit

About Metamucil

Created and marketed for the first time in 1933 by G.D. Searle & Co, Metamucil powder was purchased by Procter & Gamble in 1985. Made with 100 percent natural psyllium fiber, Metamucil is the only leading brand marketed as both a fiber laxative and a dietary fiber supplement. It is the No. 1 doctor-recommended fiber supplement and comes in a variety of forms (powder, wafers and capsules) to fit any lifestyle when you are looking to increase your fiber intake. For more information, visit or call Metamucil at 1-800-983-4237.

About Procter & Gamble

Three billion times a day, P&G (NYSE: PG) brands touch the lives of people around the world. The company has one of the largest and strongest portfolios of trusted, quality brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3, Bounty(R), Dawn, Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head and Shoulders(R), Wella, Gillette(R) and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

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