Known as fibro, the brand caters to the health-conscious, active female consumers who are looking for more convenient ways to supplement their dietary fibre intake.
For a start, the brand has launched five product SKUs on its official TikTok shop, which will be available at selected Watsons and Guardian pharmacy chain stores from mid-June.
Founder of the brand, Lily Li Yu Tong, is a nutritionist and health coach and has developed the products together with professors from her alma mater Cornell University where she graduated about 10 years ago.
Inulin, a prebiotic fibre, is one of the star ingredients featured in fibro’s products, as it is a food source for beneficial gut bacteria.
“Fibro is developed with dietary fibre as the foundation. As we all know, fibre is very good for digestive health, it prevents constipation, helps control appetite, and it also slows down the absorption of sugar.
“This is why the main nutrient in all of our products is dietary fibre,” said the food science major.
The fibro brand was conceived last year when Gold Roast Food Industry was exploring ways to upgrade its existing product line, said Li who joined the company then.
While the company is perhaps best known for instant coffee powder, it is also a manufacturer of cereal and oats sold under the brands Calsome, Prime Roast Cereal, and Gold Roast Oats.
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Li said that fibro was an extension of the company’s existing portfolio that was aimed at appealing to the younger demographic, and in turn, increasing its customer base.
“Golden Rose was started in 1988. It has always been in the health food industry and people today have become more health conscious than they were 20 years ago, especially after COVID-19.
“We found that there’s rising demand for minimally processed food options catered to modern day busy lifestyles.
“fibro is definitely an extension of the existing business but it’s catering more to the younger generation,” she said.
The products fibro Coconut Chia Nori Oats Bowl and fibro White Quinoa Rose, for example, are developed based on the existing cereal and oat offerings that Gold Roast already has.
However, in view of rising interest in vegan and clean label, these products are made with plant-based ingredients without the use of artificial colourings, said Li.
Another important aspect is about making these products palatable, which she said was one of the main challenges when encouraging people to increase their fibre intake.
fibro White Quinoa Rose, for instance, is formulated with Yunnan high-altitude rose and Indonesian coconut sugar to provide flavour while maintaining a low glycemic index at the same time.
Beauty-from-within and anti-inflammatory drink
Aside from dietary fibre, fibro has also developed products supporting beauty-from-within and anti-inflammation.
An example is its fibro Reds Beauty Powder formulated with acai, beetroot, pomegranate, acerola cherry, and grapefruit which are said to be rich in antioxidants.
Another product, fibro Lingonberry Drink is a liquid sachet which the brand claims could help reduce urinary tract infections.
The sugar-free drink is formulated with wild berries and boasts a concentrate of anthocyanin of up to 540mg / 100g.
Li said the brand was working on plant-based energy bars as part of the brand’s new product development process.