This the tactic that TIC Gums (Belcamp, Md.) has taken, and the company has added organic arabic, locust bean and guar gum to its lineup.
Gums are complex polysaccharides that perform a wide range of functions in foods, but have the added benefit of being a good source of fiber. To the health conscious, high fiber means lower cholesterol, an improved LDL (low density lipoprotein) to HDL (high density lipoprotein) ratio, healthier hearts, and a means for fighting a range of cancers, including those associated with the lower bowels.