U.S. consumers who have had their fill of finding protein added to everything from cereal to ice cream are about to meet the next big food fad : fiber.

Americans have been boosting their protein intake for years; even Pop-Tarts and Starbucks are selling protein-enhanced products. But the number of new products promoted with high or added fiber saw a big uptick in the U.S. this year, according to market research firm Minte l. Hundreds of videos on social media celebrate the benefits of dietary fiber and share recipes to help viewers get more of it.

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There’s even a term for trying to meet or exceed the recommended daily fiber intake: fibermaxxing .

“I think fiber will be the next protein,” PepsiCo CEO Ramo

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