Kellogg's - Kellogg’s All-Bran and Digestive Health in Ireland · 3 Kellogg’s® All-Bran® and...

Kellogg’s® All-Bran®

and Digestive Healthin Ireland

May 2014May 2014

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Kellogg’s® All-Bran® and Digestive Health in IrelandMay 2014

DIGESTIVE ISSUES AND DIETARY FIBRE

Many people suffer from symptoms ofdigestive discomfort. In fact, research

estimates around 67% of Irish womenregularly suffer from bloating.

(Kellogg’s All-Bran SOS Research, 2013)

Symptoms can often become worsewhen we are irregular and have a slowdigestive transit time, which is whereeating enough fibre, especially wheat

bran fibre may help.

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These symptoms can have a negative impact on their lives as women feel like they are not performing attheir best, and that the digestive problems they experience sometimes means they miss out on happieraspects of their lives. For example:

• 27% have missed going to gym or playing a sport

• 14% of mothers say they have missed doing something with their kids

• 1 in 4 missed a night out with friends and 14% avoid social situations

• 1 in 5 believe a holiday can be ruined by how they feel

• 49% feel uncomfortable about their appearance on holiday

In addition, these digestive problems have a significant impact on woman’s working lives and can resultin lost days from work. This represents a major cost in terms of days not worked and a significant impacton the economy.

TOP 10 COMMON COMPLAINTSEXPERIENCED IN THE LAST 12MONTHS ARE:

TOP 10 COMMON COMPLAINTSEXPERIENCED IN THE LAST 12MONTHS ARE:Bloating 67%Stomach Gas 60%Trapped Wind 58%Constipation 54%Heartburn 52%Lethargy 50%Passing Wind Unexpectantly 53%Burping Unexpectantly 42%

SYMPTOMS & PROBLEMS ASSOCIATEDWITH DIGESTIVE DISCOMFORTKellogg’s surveyed 500 Irish women in 2013 to understand the nature and extent of digestive problemsand the impact these have on women’s daily and working lives. (Kellogg’s All-Bran SOS Research, 2013)

Digestive discomfort is a common and frequent problem, experienced by 8 out of 10 Irish women. Nearlyhalf say they experience symptoms at least once a week. The most common are bloating, trapped wind,constipation and heart burn.

(Kellogg’s All-Bran SOS Research, 2013)

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IRISH BUSINESSES ARE STOMACHING AN ANNUAL COST OF€45.5M PER YEAR AS A RESULT OF FEMALE WORKERS’DIGESTIVE DISCOMFORT• 1 in 5 working women have missed at least one day of work in the last year due to

bloating, gas or trapped wind

• 5% have missed an appointment or meeting

• According to health economists, the cost to Ireland’s economy in lost productivity, reduced revenue and absence cover could be as high as €45.5m per year

WORKING WOMEN ARE WORRIED THEIR CAREERS COULDBE SUFFERING• 50% say digestive problems make them feel unproductive and unable to perform at

their best at work

• 15% who have taken time off for everyday stomach complaints believe it has seen them miss out on a promotion, pay rise or bonus

• 13% worry that taking absences due to tummy niggles has had an adverse effect on their relationship with their boss

• 2 in 5 say they have had to put in longer hours to catch up after taking time off for tummy niggles

Digestive problems are causing two in five working women to feel unhappy at work and a quarter ofworking women avoid using the work toilet because of their tummy niggles. Many see digestive complaintsas a normal part of everyday life - but, for the majority, it doesn’t have to be that way.

The research also found that a fifth of women skip breakfast at least twice a week, which is one of themain causes of poor digestive health. This compounds a growing problem for women, with eight out often eating less fibre than is recommended (EFSA 2010a, IUNA 2011). The result is a reduction in generalwellbeing, with businesses also forced to stomach the expense of any time they spend away from thework place.

For the majority, it doesn’t have to be this way aseating a high-fibre a breakfast like Kellogg’s All-Branevery morning could help most women significantlyimprove their digestive health.

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FIBRE & DIGESTIVE DISCOMFORT8 in 10 Irish adults don’t eat enough fibre, making it a common nutritional deficiency.Average intakes are around 19g per day (IUNA, 2011) compared to the recommendedof 25g per day (EFSA, 2010a). High-fibre diets can help maintaindigestive health and reduce feelings of digestive discomfortsuch as bloating and generally feeling slow and sluggish (O’Sullivan,

2012). Healthy and efficient digestion can help women to feel goodeach day.

WHAT IS FIBRE?Fibre is an essential nutrient that our bodies need to feel good inside. Unlikeothers, it’s not digested, but acts as a lubricant to help make sure everything else is. So although it passesthrough the gut relatively unchanged, it’s one of the most important nutrients for getting rid of what wedon’t need (Buttriss & Stoke, 2008).

WHERE IS FIBRE FOUND? Fibre is only found in plant foods. One of the main types is cereal, where it’s found in the outer casing, orhusk of the grain. The tough, fibrous parts of fruit and vegetables (particularly in the stalk and skins) arealso sources of fibre.

Wheat bran is a rich source of natural fibre.The Kellogg’s All-Bran range contains between2.7g and 11g per serving.

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Using the Food Pyramid as a guide will help to ensure sufficient dietary fibre intake. Dietary fibre is present in the

foods contained in the largest groups:• Fruit & vegetables

• Bread, cereals, rice, potatoes, pasta and other starchy foods

(www.dohc.ie)

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This table shows the fibre contents of typically high fibre foods.

(McCance & Widdowson: The composition of foods (sixth edition). TSC MAFF)

FOODFOODBowl of porridge

2 Wheat biscuits

HOW MUCH FIBRE?HOW MUCH FIBRE?

3g

5g

Bowl of Corn Flakes

1 slice of wholegrain bread

0.9g

2g

1 piece of fruit 2g

2g

1 tablespoon sunflower seeds

1 baked potato (eaten with the skin)

3g

3g

Bowl of All-Bran Original

Half tin of baked beans

11g

7.5g

Half tin of kidney beans

1 tablespoon dried lentils

10g

1.5g

1 serving of brown rice

1 serving of white rice

2g

0.5g

1 serving of brown pasta

1 tablespoon nuts

2g

1.5g

3 dried prunes 1.5g

1 serving of vegetables (3 dessertspoons)

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WHAT DOES FIBRE DO IN THE BODY?Much of the food that we eat is digested in the stomach and small intestine, but fibre isn’t, so passesrelatively unchanged into the large intestine (sometimes called the colon, bowel or gut). Fibre acts likeblotting paper, soaking up water to form a soft bulky mass, which is easier to move along the digestivetract (Buttriss & Stoke, 2008).

Having a high-fibre diet can help to maintain digestive health and reduce symptoms such as bloatingand cramps.

HOW DO I EAT MORE FIBRE?You can increase the amount of fibre in your diet by making some simple changes:

• Start your day with a cereal high in natural wheat bran fibre, such as Kellogg's All-Bran.

• Go for brown rice or whole wheat pasta instead of the white varieties - or try a 50:50 mix.

• Opt for a handful of nuts or fruit instead of crisps, snack bars or biscuits.

• Switch from white bread to wholemeal, seeded or another high-fibre variety.

• Make sure you’re eating at least five servings of fruit and vegetables every day.

• Add peas, beans or lentils to stews and casseroles.

• Add extra vegetables when making meat sauce for lasagne, curries, chilli etc.

• Choose wholemeal, oat or rye crackers instead of your usual variety.

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HOW MUCH WHEAT BRAN FIBREIS IN KELLOGG’S ALL-BRAN?The Kellogg’s All-Bran range provides between 2.7gand 11g of fibre per serving, which is up to 43% of therecommended fibre intake (EFSA, 2010a). In addition to thebenefits of natural wheat bran fibre, Kellogg’s All-Brancereals also provide an important source of folic acid,5 B-vitamins and iron.

WHAT IS SO SPECIAL ABOUTWHEAT BRAN FIBRE?All fibres are important and have different effects onthe body but natural wheat bran fibre is one of the mosteffective types of cereal fibre for improving digestivehealth (EFSA, 2010b). Wheat bran is also one of the mostconcentrated sources of fibre (Stevenson, 2012).

80 years of scientific and medical research shows thatwheat bran fibre often in the form of Kellogg’s All-Branhas the effect of bulking stools, helping to keep thingsmoving through the digestive system. Effects can be seenwithin 5 days (O’Sullivan, 2012).

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SOURCES OF WHEAT BRAN IN THE DIET

Wholemeal Flour2.7g per portion

Wholemeal Bread2.6g per portion

Wholemeal Scones2.6g per portion

Wholemeal Crackers0.6g per portion

Kellogg’s All-Bran11.0g per portion

80 YEARS OF RESEARCHCONCLUDESAll-Bran reduces transit time, increasesstool bulk AND reduces symptoms ofdigestive discomfort within 3-5 days.

The All-Bran range contributes up to 43%of total fibre requirements in one bowl.

People who eat All-Bran cereals have upto 62% higher intakes of fibre than peoplewho don’t (i.e. compared to people whoeat any other cereals or no cereals at all).

People who eat All-Bran cereals have upto 45% higher fibre intakes than people whoeat other high fibre cereals therefore, theKellogg’s All-Bran range is a superiorfibre provider!

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All-BranOriginalFibre per serving:10.8g

% GDA for fibre:43%

All-BranBran FlakesFibre per serving:4.5g

% GDA for fibre:18%

All-BranRed BerryCrunchFibre per serving:5.9g

% GDA for fibre:24%

All-BranGoldenCrunchFibre per serving:5.8g

% GDA for fibre:23%

All-BranSultana BranFibre per serving:5.2g

% GDA for fibre:21%

All-BranChocolateWheatsFibre per serving:4.5g

% GDA for fibre:18%

ALL-BRAN FIBRE CONTENTThe Kellogg’s All-Bran range has six tasty products, each with the digestive health benefits to helpmake you feel happy inside.

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KELLOGG’S ALL-BRAN 5 DAY CHALLENGEKellogg’s has created the Kellogg’s All-Bran 5 Day Challenge, to motivate women to increase theirfibre intake and feel the benefits in 5 days. Based on over 80 years of scientific research that wheat branfibre found in Kellogg’s All-Bran can improve not just digestive function but also emotional andphysical symptoms of digestive discomfort within 3-5 days (Lawton 2013), the All-Bran 5 Day Challengehas been proved to work.

KELLOGG’S ALL-BRAN 5 DAY CHALLENGE: IT WORKS!A survey of 115 women taking part in the challenge found that more than 80% reported a reduction inbloating, feelings of sluggishness and general digestive discomfort on day 5. Indeed the majority ofwomen reported a change in wellbeing within 2-3 days. In addition there were significant increases inthe women’s feelings of slimness, and 57% of women reported feeling lighter whilst 46% felt more

energetic (Kellogg’s Qualitative Report 2013).

Visit www.allbran.ie for more information.

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REFERENCESButriss & Stokes (2008) Dietary Fibre & Health: An overview. BNF Nutrition Bulletin, 33, 186-200

EFSA (2010a). Scientific opinion on dietary reference values. EFSA Journal .8 (3); 1462

EFSA (2010b). Scientific Opinion on the substantiation of health claims related to wheat bran fibre. EFSA Journal,8(10):1817

IUNA (2011). www.iuna.net

Kellogg’s All-Bran Save Our Stomachs European Research Study (2013). conducted by Edelman Berland. Full reportavailable upon request

Kellogg’s Qualitative Report (2013) Fibre and Digestive Health (Intertek Research)

Lawton (2013). Short Term (14 Days) Consumption of Insoluble Wheat Bran Fibre-Containing Breakfast CerealsImproves Subjective Digestive Feelings, General Wellbeing and Bowel Function in a Dose Dependent Manner.Nutrients 5, 1436-1455

McCance & Widdowson: The composition of foods (sixth edition). TSC MAFF

O’Sullivan (2012). The superior benefits of wheat bran fibre in digestive health. European Journal Hepatology andGastroenterology Reviews 8 (2): 90-3

Stevenson L (2012). Wheat bran: its composition and benefits to health, a European perspective. InternationalJournal Food Science and Nutrition 63 (8): 1001-13

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