The Food and Drink Federation (FDF) has published its Action on Fibre update, stating that the initiative has made a “demonstrable impact”.
Working with 25 brands, the FDF Action on Fibre initiative has reportedly helped “raise awareness” of the benefits of higher fibre diets.
Participating companies worked to adapt recipes and launch higher fibre options of UK brands, with 134 new and 17 reformulated products brought to market across a wide range of categories. Examples include bread products, breakfast cereals, meat and fish alternatives, savoury snacks, biscuits, cakes and buns, meal accompaniments, meal kits and ready meals.
FDF said that in total, the scheme had delivered 190 million additional servings of fibre to the population – 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 on average contained 46% more fibre than the total food and drink market. FDF consumer research also showed that only one in three know the recommended daily amount of fibre for adults is 30g, and around 70% of people are unaware if they are meeting that recommendation.
Retailer Lidl has now joined as the first Action on Fibre retail partner, aiming to promote higher fibre consumption and “improve consumer awareness” of higher fibre options.
Kate Halliwell, chief scientific officer for the FDF, said: “We are proud of the demonstrable impact of our Action on Fibre initiative and the great efforts by participating brands to bring higher fibre options to the market. This is no simple task – healthier product innovation is technically challenging, takes time and requires substantial investment.
“To truly bridge the fibre gap in the UK and improve the health of our nation, higher fibre diets need to be seen as more appealing, normal, and easy for the population. Collaboration is key to help more people increase their fibre intake and we’d encourage others in retail and across the industry, Government, healthcare professionals and charities to partner with us to buck the trend.”
