The makers of Metamucil hired Michael Strahan, co-host of LIVE with Kelly and Michael, FOX NFL Sunday analyst, Good Morning America special co-host, and 2014 Pro Football Hall of Fame inductee—as spokesman for a new suite of Meta brand products. The new offerings include fiber bars and a probiotic supplement.

Officials say new Meta Health Bars are fiber bars with psyllium fiber to lower cholesterol, promote heart health, help satisfy hunger as a healthy snack, and help promote digestive health. They are available in

Cinnamon Oatmeal Raisin and Cranberry Lemon Drizzle varieties.

To support the heart claim, officials note that diets low in saturated fat and cholesterol—and that include 7g of soluble fiber per day from psyllium husk, as in Meta Health Bars—may reduce the risk of heart disease by lowering cholesterol. One Meta Health Bar has 1.8g of this soluble fiber.

The business describes new MetaBiotic as a two-in-one MultiHealth probiotic supplement containing Bio-Active 12, which helps maintain digestive balance and promote a healthy immune system.

This August marked Strahan’s debut in national print and television advertising, public relations efforts and online properties, including the brand’s new website: MetaWellness.com.

“Metamucil is an iconic brand, helping consumers for more than 80 years! We’re thrilled to partner with Michael to usher in a new era for the brand,” says Patrick Lockwood-Taylor, vice president, general manager of Procter & Gamble’s North America Personal Health Care business. “We want to bring significant new innovation that offers clinically proven benefits to all consumers and help them be their best every day. Michael is equally committed to helping everybody find new and simple ways to maintain their health.”

The full Meta line of products is available in the digestive wellness aisle at major retailers nationwide.