Soluble fiber has been researched for its benefits to digestive health, as well as weight management since it can boost satiety - that is, help the consumer feel fuller for longer, thus reducing the tendency to snack. In the US, the daily recommended intake for fiber is 25g for women and 38g for men. Average consumption falls short, with current intake ranging between 12 and 16g per day. This shows up a fiber gap in people's consumption habits, which Tate & Lyle is aiming to help manufacturers bridge with its Promitor fiber line, first unveiled last June. The latest addition, called Promitor Soluble Corn Fiber 60A (after its 60 per cent dietary fiber content), is said to be best suited to a variety of dry mix products, such as beverages, desserts, and savory products like soups and sauces. Business development manager David Lewis drew attention to the ease of formulation with the ingredient: "Simply pour a stick pack in eight ounces of water, give it a quick shale, and get a delicious, refreshing drink with a good source of fiber. It's just that easy," he said. Crucially, the prebiotic fiber is both colorless and flavorless, which means it does not affect the appearance and taste of the final product. Tate & Lyle's own consumer research showed up awareness of fiber's role in digestive and immune health and hunger management amongst two-thirds of respondents. But there was a general belief that fiber-rich foods do not taste good, and this acts as a barrier to adherence to guidelines. The first product in the range, Promitor Resistant Starch, launched last June. The company billed it as having superior process stability, resulting in greater cost-efficiency. The resistant starch is derived from corn starch, and said to be suitable for use in baked goods and snacks, such as cereal, crackers, cookies, bread and pasta. As well as offering Promitor products to food manufacturers as an ingredient, Tate & Lyle also uses them as part of its own Enrich formulation service for dairy, beverage and bakery prototypes. Enrich increases the nutritional value of products by adding in beneficial ingredients needed to fulfill requirements - especially for digestive health and immunity, obesity, and children's health. For a brand name that is reminiscent of fiber-rich foods, Tate & Lyle turned to ancient mythology. Promitor is the name of one of the twelve minor Roman god said to have assisted the goddess Ceres with different aspects of farming. His responsibility was bringing the harvest in from the fields. Manufacturers can also use the Promitor brand on the packaging of finished products. Branding ingredients is a strategy now employed by many companies to create consumer association with, and trust of, a name. For manufacturers it is said also said to be a useful exercise, since the ingredients suppliers are contributing to their own marketing efforts. Tate & Lyle is using next week's IFT trade show in New Orleans as the launch pad for the new Promitor Soluble Corn Fiber 60A. Visitors will be able sample beverage prototypes made using the ingredient at the company's stand.