95% of Americans aren’t getting enough fiber. Here’s why that matters, and how one founder’s realization led to the creation of SuperNaturalSupplements™ and its first product, Ghost Poo™ Daily Functional Fiber Blend.
We talk a lot about protein. We know how much is in our shakes, yogurt and protein bars. We build meals around it, track it in apps and see the number called out on food packaging everywhere we look. Protein has become one of the most familiar measures in modern nutrition.
Fiber is a different story.
Ask someone how much protein they ate yesterday and there’s a reasonable chance they’ll have an answer. Ask how much fiber they ate and the response is likely to be less certain. Yet the FDA Daily Value for fiber is 28 grams for adults and children over age four on a 2,000-calorie diet, and data highlighted by the American Medical Association suggests roughly 95% of Americans aren’t getting enough.
That matters because dietary fiber is an important part of a healthy diet, supporting digestive health and regularity, among other functions. Despite that, fiber tends to receive far less attention than some of the nutrients we have become accustomed to tracking.
That was certainly true for Wes Hester. Long before he started a wellness company, Wes was simply someone who cared about his health, paid attention to what he ate and tried to make thoughtful choices about nutrition. It wasn’t until he learned more about fiber that he realized it was one part of his own diet he hadn’t really been thinking about.
The Question That Started Everything
While meal prepping and experimenting with intermittent fasting, Wes had developed a fairly consistent morning routine. His first meal of the day was usually a protein shake, and he knew approximately how much protein he was getting from it and why he had chosen the ingredients that went into it.
Around that time, Wes began learning more about dietary fiber and realized its role in the body went well beyond regularity. Dietary fiber supports digestive health and regularity. Some types can also help promote feelings of fullness, while certain fibers may slow the absorption of sugar and help moderate the rise in blood sugar after a meal.
The more he learned, the more he began looking at his own diet differently. He paid attention to protein, calories and other aspects of nutrition, but fiber had never received the same consideration. That led to a surprisingly simple question: Was he actually getting enough?
He didn’t really know, so he began looking for practical ways to intentionally add more fiber to his daily routine. Because his morning protein shake was already something he made consistently, it became a natural place to start experimenting.
Over time, ingredients including psyllium husk, chia seeds, flaxseed, hemp, acacia fiber and glucomannan became part of that routine. They allowed Wes to intentionally incorporate different plant-based sources of fiber rather than simply assuming he was getting enough throughout the rest of the day.
The approach worked for him, but it wasn’t particularly convenient. Making the shake meant pulling multiple bags and containers from the cabinet, measuring each ingredient separately and putting everything away again. The ingredients weren’t complicated; the process was.
After repeating the same routine morning after morning, Wes began wondering why all of those ingredients couldn’t simply exist together in one product. At the time, he wasn’t trying to start a supplement company. He was trying to make something he was already doing for himself easier.
From a Personal Routine to SuperNaturalSupplements™
Wes’s professional background is in brand strategy, creative strategy, marketing and creative leadership, not supplement manufacturing or nutrition science. As he began exploring the idea more seriously, however, he also started thinking about his experience with wellness products from a consumer’s perspective.
From Wes’s perspective, the category could often feel unnecessarily complicated. Ingredient panels could be difficult to understand. Products sometimes seemed designed around whatever ingredient was having a moment, while proprietary blends could make it difficult for consumers to know exactly how much of an ingredient they were actually getting.
He also found the way wellness was communicated frustrating. On one end was highly clinical language that could make basic nutrition feel inaccessible. On the other were sweeping promises and wellness trends that could make it difficult to separate something useful from something that simply sounded good.
Wes saw an opportunity to approach things differently. Instead of beginning with a long list of products, he began with a philosophy: recognizable ingredients, meaningful amounts and nothing without a purpose.
That philosophy became the foundation for the brand: a functional wellness company built around making everyday nutrition easier to understand and easier to incorporate into real life. The first problem the company would address was the same one that had started the entire journey: fiber.
Turning the Idea into Ghost Poo™
A mixture created in a home kitchen is one thing. Turning it into a product that can be consistently manufactured is another.
Wes began working with experienced formulation and manufacturing partners to refine the idea. The formula went through multiple iterations as they considered ingredient amounts, nutritional value, consistency and how the blend would realistically fit into a daily routine.
The result became Ghost Poo™ Daily Functional Fiber Blend. One serving provides 11 grams of dietary fiber, 5 grams of plant protein and 3 grams of naturally occurring Omega-3 ALA, with no total or added sugar.
Rather than relying on a single fiber source, the formula combines six plant-based sources: psyllium husk, chia, flaxseed, hemp, acacia fiber and konjac-derived glucomannan. The product does not use a proprietary blend, so the individual ingredient amounts are disclosed.
The idea extends beyond fiber: products should be straightforward to understand, transparent about what they contain and practical enough to fit into an ordinary routine.
The formula was beginning to take shape. The name, however, came from somewhere much less expected.
How Did the Name Come About?
Before SuperNaturalSupplements existed, Wes would occasionally share his homemade fiber mixture with friends. A few tried adding it to their own routines and reported back on their experiences.
After using the mixture for a few days, one friend told Wes something he had never heard before: he’d had a “ghost poo.”
Wes had no idea what he meant.
His friend explained that it was one of those bowel movements that seems to disappear without leaving much evidence behind. A person goes to the bathroom, reaches for the toilet paper and there’s almost nothing there. It’s as though it vanished like a ghost.
The phrase made Wes laugh, but it also stuck with him. He remembers thinking that if the homemade mixture ever became an actual product, Ghost Poo would have to be the name.
Years later, when that kitchen experiment evolved into SuperNaturalSupplements’ first product, the name came with it.
It also helped shape something larger about the personality of the company. Wellness can be serious without every conversation about it feeling clinical or uncomfortable. Fiber, digestion and bowel movements are ordinary parts of being human, and a little humor can make those topics easier to talk about.
That idea is now part of the brand philosophy: serious about wellness, but playful about how we talk about it.
Making Fiber Easier to Add to Everyday Life
The supplement isn’t designed to replace a healthy, fiber-rich diet. It’s a practical way to intentionally add more fiber to an existing routine.
For Wes, that routine was a morning protein shake. Someone else might add it to yogurt, oatmeal or another food they already eat regularly. One serving provides 11 grams of dietary fiber, making it easier to know how much fiber is being added rather than simply guessing.
As with other fiber supplements, increasing fiber intake gradually can be helpful for people who aren’t accustomed to consuming much of it. Usage directions recommend starting with half a scoop for the first week, along with adequate fluids, before increasing to a full serving.
That practicality reflects the original idea behind the product. Healthy habits need to work in real life. For Wes, bringing ingredients he was already using together into one blend simply made something he wanted to do consistently easier to do.
The First Product, but Not the Complete Vision
The product is the first from SuperNaturalSupplements, but the larger vision for the company extends beyond fiber.
The goal is to create functional wellness products that are easy to understand and realistic to use. That means being intentional about what goes into them, transparent about how much is included and thoughtful about whether each ingredient actually serves a purpose.
It also means bringing a little more humanity and personality into a category that can sometimes take itself very seriously. SuperNaturalSupplements believes science, transparency and thoughtful formulation can coexist with a brand that makes people smile.
Ghost Poo is the first expression of that idea.
So, Are People Getting Enough Fiber?
The question that started Wes’s experiment turns out to be a surprisingly easy one to overlook. Protein has become so familiar as a number that people often know roughly how much they have eaten without having to think very hard about it. Fiber has never quite occupied the same place in the everyday nutrition conversation.
For some people, a typical day may already provide plenty through fruits, vegetables, whole grains, legumes, nuts and seeds. For others, the number may be considerably lower than expected.
Either way, the interesting part is not that fiber suddenly needs to become another number to obsess over. It is that something so ordinary can disappear from attention simply because it isn’t being counted.
That was the realization behind Wes’s original kitchen experiment. Before there was a company, a formula or a memorable name, there was simply the discovery that one part of his daily diet had been easy to overlook.
Sometimes the most useful change to a routine begins there: not with adding something new, but with finally noticing what was missing.
