Coca-Cola's CEO said the company is eyeing a big healthy food trend — and it's not protein

Core Insights - Coca-Cola's CEO, James Quincey, indicated that fiber may become a significant trend for the company in 2023, suggesting that it could be incorporated into various beverages due to its solubility [1] - The Diet Coke Fiber+ drink, which contains five grams of dietary fiber per bottle and is sugar- and calorie-free, has been available in Japan since 2017 [2][5] - Quincey acknowledged that while fiber is gaining attention, the Diet Coke Fiber+ remains a niche product as consumers typically do not purchase drinks for fiber content [6] Industry Trends - Other food and beverage executives, including McDonald's CEO Chris Kempczinski, have also predicted a rise in fiber consumption this year, with Kempczinski listing fiber as a top food trend for 2026 [6] - PepsiCo's CEO Ramon Laguarta forecasted that fiber will become as prominent as protein in the market [7] - The term "fibermaxxing" gained popularity on social media in 2025, with health experts highlighting its benefits for gut health, cholesterol reduction, and colon cancer risk [7]