WILLIAM SHATNER'S HERE to boldly go where no bran has gone before. The 94-year-old Star Trek actor has teamed up with WW Kellogg in its Super Bowl ad to promote Raisin Bran cereal. Referencing his role as Captain Kirk, Shatner once again sits at the Command Center, this time as William Shat.
The Superbowl ad starts off with Shat declaring he’s “bringing fiber to the masses” before getting an alert of America being low on fiber. (It’s not an exaggeration—only 5 percent of men and 9 percent of women get their daily recommended amount of dietary fiber).
“Duty calls,” Shat says, and beams out to places where people are watching a football game. You can see the usual line-up of Super Bowl foods: chicken wings, pizza, burgers. Shat makes it his mission to add Raisin Bran to the lineup.
He throws the purple cereal box to a woman holding a chicken wing. He passes out cereal to young adults on their phones (who are more or less wondering WTF just happened). Finally, Shat beams on top of a car flinging mini cereal boxes to cheering football fans. Sunny the Sun, Raisin Bran’s mascot, also makes a cameo appearance. He finally beams back to base, but not before destroying a table lined with burgers and condiments, replacing them with mountains of Raisin Bran cereal.
The commercial ends showing the Raisin Bran cereal with ‘high fiber’ in all caps on the box. It also debuts their new slogan pivoting away from ‘Two scoops of raisins in every box’ to ‘Happy fiber, happy gut.’
WW Kellogg is cleverly capitalizing on society’s own exploration of the fiber frontier.
In 2025, people found ways to get plenty of protein (even if it was via protein ice cream, protein coffee, and protein PopTarts—really?!). Now, influencers like Fiber Daddy are dominating the wellness-centric social media scene and getting people to stop obsessing over protein and focus on a true unsung nutrient: fiber. And it’s working.
We're all for it (and, in fact, we just dropped a new set of stories on fiber and how to get it last week). Our nutrition editor even challenged his wife to a fibermaxxing competition. And if you don't want to leave #proteinmaxxing behind, keep these five easy meals that are high in protein and high in fiber in rotation.
Wash them down, if you dare, with the best high-fiber sodas, sparkling waters, and iced teas (we taste tested them. You're welcome). Just beware that not all fiber is created equal, and you're going to want to get it from whole foods, too, of course.
Dietitians have been recommending a fiber-rich diet for years. Short-term, fiber gets you fuller faster and can help with weight maintenance. Regularly eating enough fiber also does wonders for the heart, cleans out the colon, and keeps blood sugar levels under control. Like the Raisin Bran cereal ad notes, it’s also good for the gut.
Beam me up, Scotty—I’ve got grocery errands to run.
Jocelyn Solis-Moreira, MS is the associate health & fitness for Men's Health and has previously written for CNN, Scientific American, Popular Science, and National Geographic before joining the brand. When she's not working, she's doing circus arts or working towards the perfect pull-up.
