New Citrucel(R) FiberShake(TM) Adds a Tasty Twist to Staying Regular (press release)

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Mention therapeutic fiber to most people and what comes to mind are images of the blue-haired set drinking gritty concoctions. That's all about to change, thanks to a new product from Citrucel(R) that will transform the way people think about fiber therapy.

New Citrucel FiberShake(TM) is the first and only fiber therapy that tastes like a chocolate milkshake. Made with real cocoa, it can transform an ordinary glass of milk into a surprisingly delicious way to get the fiber the body needs to maintain regularity.

"Citrucel FiberShake is definitely not your mother's fiber," says Citrucel Brand Manager Rob Schwartz. "For consumers who are not satisfied with the texture and taste of current therapeutic fiber products, FiberShake offers an option they will look forward to taking -- a rich, chocolaty shake."

For the millions of people who find it difficult to get enough fiber through diet alone, a bulk fiber therapy product like Citrucel FiberShake is an effective way to maintain regularity. It contains methylcellulose -- the same effective fiber in other Citrucel products, which is derived from natural plant fiber and doesn't ferment in the digestive tract like other common bulk fiber sources, such as psyllium. Because it doesn't ferment, it gives you the fiber you need without the excess gas and bloating that other bulk fiber therapies like Metamucil(R) and fiber supplements like Benefiber(R) can cause.

An Innovative New Addition to the Category

Citrucel FiberShake was developed to offer a better tasting bulk fiber product in response to consumer demand for fiber therapy in a "variety they like." In addition, it provides consumers with a chocolate-flavored product, which some may prefer over traditional orange and unflavored varieties already available.

The fiber in many bulk fiber products acts as a thickening agent once mixed. FiberShake uses this as an advantage. The result is an appetizing, thick shake that counters the negative taste perception sometimes found within the fiber category.

Nutritious Milkshake in Minutes

Citrucel FiberShake is quick and easy to prepare. Users simply combine one scoop or packet of FiberShake with eight ounces of cold milk. For best results, use a shaker cup or a blender to mix. Adults can enjoy Citrucel FiberShake up to three times a day and, for children six to 12 years old, one half the adult dose once a day is recommended.

In addition to helping consumers achieve the fiber intake needed to maintain regularity, Citrucel FiberShake offers additional nutritional benefits when mixed with milk. One serving, made with one cup (8 oz.) of milk, provides approximately 30 percent of the daily recommended intake of calcium for adults, and 25 percent of the recommended intake of vitamin D.

Because it has only 50 calories per scoop and has no added sugar, Citrucel FiberShake is also a good choice for those watching their caloric intake. For those counting calories, skim milk can be used, and water can be substituted for milk if preferred.

Citrucel FiberShake is now available nationwide in 7.2 and 14.5 oz. canisters and a trial pack that comes with five single-serving pouches and a shaker cup at mass merchandise, grocery and drug stores.

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