In the early 20th century, many North Americans believed in "autointoxication," which is the idea that constipation shortens the lifespan because the colon's contents will poison the body and create "sewer-like blood" if not flushed out. The fiber in All-Bran cereal was ideal for consumers who did not want to use laxatives. It was also marketed as a beauty supplement, as advertisements claimed that ridding the body of toxins enhanced a woman's attractiveness. The mass anxiety around autointoxication helped Kellogg's All-Bran cereal fly off many grocery store shelves.