The Food and Drink Federation (FDF) has recently released an update on its Action on Fibre initiative, highlighting the significant impact it has had in promoting higher fibre diets.
Collaborating with 25 brands, the FDF Action on Fibre initiative has successfully increased awareness of the benefits of consuming more fibre. This collaboration led to the adaptation of recipes and the introduction of higher fibre options for various UK brands. A total of 134 new products and 17 reformulated products were launched in categories such as bread, breakfast cereals, meat alternatives, snacks, biscuits, and ready meals, among others.
Through this initiative, FDF has facilitated the delivery of an additional 190 million servings of fibre to the population, which is equivalent to 144 million bowls of bran flakes or 207 million slices of wholemeal bread. According to 2023 Kantar Worldpanel data, Action on Fibre member products have, on average, contained 46% more fibre than the overall food and drink market.
Consumer research conducted by FDF revealed that only one in three individuals are aware of the recommended daily fibre intake for adults (30g), and about 70% are unsure if they are meeting this recommendation. In an effort to further promote higher fibre consumption, retailer Lidl has joined as the first Action on Fibre retail partner.
Kate Halliwell, chief scientific officer for the FDF, expressed pride in the impact of the Action on Fibre initiative, emphasizing the dedication of participating brands in bringing higher fibre options to the market. Halliwell emphasized the importance of collaborative efforts to bridge the fibre gap in the UK and improve the nation’s overall health. Encouraging others in the industry, government, healthcare professions, and charitable organizations to join forces in promoting higher fibre diets, Halliwell highlighted the necessity of making such diets more appealing and easily accessible to the population.
