Article: Oat bran under fire. (New Products Annual) (product announcement)

Fame is a staircase that runs both up and down. No one learned this lesson better than processors who touted oat bran's reputed cholesterol-reducing properties.

This ballyhooed ingredient took the baking ingredients category to new heights in 1988. Sales for that year stood at $1,354.1 minion, up $54.1 million from 1987, according to Arbitron/ SAMI. But then sales descended to $1,351.2 million in 1989, when new research seemed to indicate that oat bran might not be the wonder ingredient it was previously purported to be.

Should oat bran be the scapegoat for such losses? Will it be reinstated as a cholesterol battler, or will a new miracle bran shorten ...

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