The Procter & Gamble Company (P&G) has launched clear-mixing powder Fibersure for consumers to incorporate into foods and beverages as a source of fibre content.

The powder can be added during baking, sauteing, stir frying, and in the preparation of soups and salad dressings.

P&G stated that a teaspoon of the Fibersure adds five grams of fibre per serving – 20% of a person’s daily requirements – without any taste alteration.

Fibersure is an all-natural vegetable fibre derived from chicory root made from herb constituent inulin. It will be available throughout the US from April 2006, at a suggested retail price of US$8.99 for a 7oz package and US$13.99 for an 11.7oz package.

P&G health sciences spokesperson Crystal Harrell said: “In developing Fibersure, we looked closely at how consumers live their daily lives and what goes into creating and maintaining a healthy diet.

“It was important for us to provide a fibre supplement that met the needs health-conscious consumers are looking for in a way that could be easily incorporated into everyday cooking.”

P&G also pointed out that a recent survey, by Opinion Research, revealed that 94% of Americans believe eating healthy should be a priority and 86% said 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, the survey revealed.