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  "path": "/articles/beauty/gen-z-fibre-supplements-loam-hum-nutrition/",
  "publishedAt": "2026-02-11T13:00:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "As fibre surges in popularity among Gen Z, supplement brands are splintering in how they approach public messaging surrounding the nutrient’s wide-ranging benefits — with some purportedly inflating claims and leaning into anti-fat messaging.",
  "title": "Gen Z Has a New Favourite Supplement. Nobody Can Agree How to Sell It."
}