Kellogg`s All-Bran and Digestive Health in Ireland

®
®
Kellogg’s All-Bran
and Digestive Health
in Ireland
May 2014
Kellogg’s All-Bran and Digestive Health in Ireland
®
®
May 2014
DIGESTIVE ISSUES AND DIETARY FIBRE
Many people suffer from symptoms of
digestive discomfort. In fact, research
estimates around 67% of Irish women
regularly suffer from bloating.
(Kellogg’s All-Bran SOS Research, 2013)
Symptoms can often become worse
when we are irregular and have a slow
digestive transit time, which is where
eating enough fibre, especially wheat
bran fibre may help.
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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
SYMPTOMS & PROBLEMS ASSOCIATED
WITH DIGESTIVE DISCOMFORT
Kellogg’s surveyed 500 Irish women in 2013 to understand the nature and extent of digestive problems
and 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. Nearly
half say they experience symptoms at least once a week. The most common are bloating, trapped wind,
constipation and heart burn.
TOP 10 COMMON COMPLAINTS
EXPERIENCED IN THE LAST 12
MONTHS ARE:
Bloating
67%
Stomach Gas
60%
Trapped Wind
58%
Constipation
54%
Heartburn
52%
Lethargy
50%
Passing Wind Unexpectantly
53%
Burping Unexpectantly
42%
(Kellogg’s All-Bran SOS Research, 2013)
These symptoms can have a negative impact on their lives as women feel like they are not performing at
their best, and that the digestive problems they experience sometimes means they miss out on happier
aspects 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 result
in lost days from work. This represents a major cost in terms of days not worked and a significant impact
on the economy.
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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
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 COULD
BE 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 of
working women avoid using the work toilet because of their tummy niggles. Many see digestive complaints
as 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 the
main causes of poor digestive health. This compounds a growing problem for women, with eight out of
ten eating less fibre than is recommended (EFSA 2010a, IUNA 2011). The result is a reduction in general
wellbeing, with businesses also forced to stomach the expense of any time they spend away from the
work place.
For the majority, it doesn’t have to be this way as
eating a high-fibre a breakfast like Kellogg’s All-Bran
every morning could help most women significantly
improve their digestive health.
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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
FIBRE & DIGESTIVE DISCOMFORT
8 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 recommended
of 25g per day (EFSA, 2010a). High-fibre diets can help maintain
digestive health and reduce feelings of digestive discomfort
such as bloating and generally feeling slow and sluggish (O’Sullivan,
2012). Healthy and efficient digestion can help women to feel good
each day.
WHAT IS FIBRE?
Fibre is an essential nutrient that our bodies need to feel good inside. Unlike
others, it’s not digested, but acts as a lubricant to help make sure everything else is. So although it passes
through the gut relatively unchanged, it’s one of the most important nutrients for getting rid of what we
don’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, or
husk of the grain. The tough, fibrous parts of fruit and vegetables (particularly in the stalk and skins) are
also sources of fibre.
Wheat bran is a rich source of natural fibre.
The Kellogg’s All-Bran range contains between
2.7g and 11g per serving.
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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
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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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
This table shows the fibre contents of typically high fibre foods.
FOOD
HOW MUCH FIBRE?
Bowl of porridge
3g
2 Wheat biscuits
5g
0.9g
Bowl of Corn Flakes
1 slice of wholegrain bread
2g
1 piece of fruit
2g
1 serving of vegetables (3 dessertspoons)
2g
1 tablespoon sunflower seeds
3g
1 baked potato (eaten with the skin)
3g
Bowl of All-Bran Original
11g
Half tin of baked beans
7.5g
Half tin of kidney beans
10g
1 tablespoon dried lentils
1.5g
1 serving of brown rice
2g
1 serving of white rice
0.5g
2g
1 serving of brown pasta
1 tablespoon nuts
1.5g
3 dried prunes
1.5g
(McCance & Widdowson: The composition of foods (sixth edition). TSC MAFF)
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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
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 passes
relatively unchanged into the large intestine (sometimes called the colon, bowel or gut). Fibre acts like
blotting paper, soaking up water to form a soft bulky mass, which is easier to move along the digestive
tract (Buttriss & Stoke, 2008).
Having a high-fibre diet can help to maintain digestive health and reduce symptoms such as bloating
and 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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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
HOW MUCH WHEAT BRAN FIBRE
IS IN KELLOGG’S ALL-BRAN?
The Kellogg’s All-Bran range provides between 2.7g
and 11g of fibre per serving, which is up to 43% of the
recommended fibre intake (EFSA, 2010a). In addition to the
benefits of natural wheat bran fibre, Kellogg’s All-Bran
cereals also provide an important source of folic acid,
5 B-vitamins and iron.
WHAT IS SO SPECIAL ABOUT
WHEAT BRAN FIBRE?
All fibres are important and have different effects on
the body but natural wheat bran fibre is one of the most
effective types of cereal fibre for improving digestive
health (EFSA, 2010b). Wheat bran is also one of the most
concentrated sources of fibre (Stevenson, 2012).
80 years of scientific and medical research shows that
wheat bran fibre often in the form of Kellogg’s All-Bran
has the effect of bulking stools, helping to keep things
moving through the digestive system. Effects can be seen
within 5 days (O’Sullivan, 2012).
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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
SOURCES OF WHEAT BRAN IN THE DIET
Wholemeal Flour
2.7g per portion
Wholemeal Bread
2.6g per portion
Kellogg’s All-Bran
Wholemeal Scones
2.6g per portion
Wholemeal Crackers
0.6g per portion
80 YEARS OF RESEARCH
CONCLUDES
All-Bran reduces transit time, increases
stool bulk AND reduces symptoms of
digestive 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 up
to 62% higher intakes of fibre than people
who don’t (i.e. compared to people who
eat any other cereals or no cereals at all).
People who eat All-Bran cereals have up
to 45% higher fibre intakes than people who
eat other high fibre cereals therefore, the
Kellogg’s All-Bran range is a superior
fibre provider!
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11.0g per portion
Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
ALL-BRAN FIBRE CONTENT
The Kellogg’s All-Bran range has six tasty products, each with the digestive health benefits to help
make you feel happy inside.
All-Bran
Original
All-Bran
Golden
Crunch
Fibre per serving:
10.8g
Fibre per serving:
5.8g
% GDA for fibre:
43%
% GDA for fibre:
23%
All-Bran
Bran Flakes
All-Bran
Sultana Bran
Fibre per serving:
4.5g
Fibre per serving:
5.2g
% GDA for fibre:
18%
% GDA for fibre:
21%
All-Bran
Red Berry
Crunch
All-Bran
Chocolate
Wheats
Fibre per serving:
5.9g
Fibre per serving:
4.5g
% GDA for fibre:
24%
% GDA for fibre:
18%
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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
KELLOGG’S ALL-BRAN 5 DAY CHALLENGE
Kellogg’s has created the Kellogg’s All-Bran 5 Day Challenge, to motivate women to increase their
fibre intake and feel the benefits in 5 days. Based on over 80 years of scientific research that wheat bran
fibre found in Kellogg’s All-Bran can improve not just digestive function but also emotional and
physical symptoms of digestive discomfort within 3-5 days (Lawton 2013), the All-Bran 5 Day Challenge
has 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 in
bloating, feelings of sluggishness and general digestive discomfort on day 5. Indeed the majority of
women reported a change in wellbeing within 2-3 days. In addition there were significant increases in
the 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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Kellogg’s All-Bran and Digestive Health in Ireland
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May 2014
REFERENCES
Butriss & 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 report
available 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 Cereals
Improves 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 and
Gastroenterology Reviews 8 (2): 90-3
Stevenson L (2012). Wheat bran: its composition and benefits to health, a European perspective. International
Journal Food Science and Nutrition 63 (8): 1001-13
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