FI-BEING comes in the form of a hard candy, and each serving provides 11 grams of dietary fiber, representing 39 percent of the daily recommended dietary fiber intake.
The brand name FI-BEING consists of two keywords that define the product's primary attributes: Fiber and Being. Each serving of FI-BEING delivers 4 grams of sugar and contains 0 grams of sugar alcohol. FI-BEING is made from natural and artificial flavors and contains no colors from synthetic sources. It's now available in Passionfruit and Elderberry flavors.
"At Morinaga America, we constantly strive to provide our consumers with innovative, new products," said Teruhiro (Terry) Kawabe, president and CEO of Morinaga America, Inc. "We are excited to expand our product lineup and introduce FI-BEING to consumers. The hard candy is unique and maintains the true-to-life flavors our products are known for. We are certain that consumers will enjoy this delicious new candy experience."
Instead of using sugar alcohol, which may cause negative digestive impacts or affect taste, FI-BEING uses inulin and other unique formulations to partially replace the candy's sugar content.
FI-BEING joins HI-CHEW Reduced Sugar as part of Morinaga America's better-for-you product lineup and is the first hard candy option created by the company. The expansion into the category is a result of a growing trend towards meeting consumers' better-for-you needs. FI-BEING is the third brand launch from Morinaga America, following the year-over-year growth from HI-CHEW since 2008, and most recently, introducing Chargel, an athletic gel drink.
FI-BEING is offered in a 1.76-oz. bag for a suggested retail price of $3.29 (varies per market). FI-BEING can be found on-shelf in the hard candy section and where better-for-you options are sold.