HIGHEST AMOUNT OF SOLUBLE FIBER: BranPure contains 28% of soluble oat beta-glucan, which is 2.8 times more than other brands on the market (1%-10%). HIGHEST PURITY 100% OAT BRAN SUPPLEMENT: BranPure oat bran contains a large amount of oat beta-glucan. The soluble fibers in our oat bran are more effective than other fibers. WE FOCUS ON ACTIVE FIBER: Each serving of bran powder contains 1.5 grams of soluble oat beta-glucan. Soluble fibers in oat bran are the active fiber that helps your heart health instead of insoluble fiber. Other brands only provide ~0.75 g of soluble fiber per serving. APPROVED IN USA, EU, AND CANADA FOR HEART HEALTH: Due to numerous clinical studies, the health claim of oat bran has been approved by U.S., EU, and Canadian authorities. Food products containing more than 0.75 g of oat bran fiber can bear the heart health claim.