FDF Action on Fibre delivers millions more fibre servings to the UK population

The Food and Drink Federation (FDF) has today published its Action on Fibre update detailing how food companies helped bridged the fibre gap in diets for the UK last year, by undertaking a wide range of activities to increase fibre in products.

Working with 25 brands, the FDF Action on Fibre initiative has made a demonstrable impact and has helped raise awareness of the benefits of higher fibre diets.

Participating companies have adapted recipes and launched higher fibre options of some of the UK’s most popular 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. In total, the scheme has delivered 190m additional servings of fibre to the population - equivalent to 144m bowls of bran flakes or 207m slices of wholemeal bread.

Kantar Worldpanel data also shows that in 2023, Action on Fibre member products on average contained 46 per cent more fibre than the total food and drink market.

Consumer FDF research shows that only one in three know the recommended daily amount of fibre for adults is 30g, and around 70 per cent of people are unaware if they are meeting that recommendation. The survey also found that while 60 per cent of people are aware that increasing your fibre intake is great for your digestive health, only a quarter of people know the full range of benefits it can provide - including reducing the risk of Type 2 diabetes and heart disease.

The reach and impact of Action on Fibre to improve the nations fibre consumption, is set to get a boost as Lidl joins as the first Action on Fibre Retail Partner. This new venture recognises the important role that retailers can play in helping to increase consumer awareness of higher fibre options. We are delighted to welcome Lidl as our first retail partner on this important journey.

Kate Halliwell, Chief Scientific Officer, The Food and Drink Federation 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.”

Retailers wishing to get involved are invited to make a pledge to help bridge the fibre gap by reformulating existing products, launching new higher fibre products, or increasing communication to consumers about the benefits of higher fibre options.

Ends

Notes to Editor

• Please find more information on the FDF’s Action on Fibre initiative here.
• Participating brands include: Cereal Partners Worldwide UK, Quorn, Kingsmill, Allinson’s, Kellanova, KP Snacks, Birds Eye, Aunt Bessie’s, Goodfella’s Pizza (Nomad Foods), Warburtons, Weetabix Food Company, Jordans, Dorset, Ryvita, General Mills, pladis, Dr Schär, Innocent, Nestlé, Jacksons Bakery, Premier Foods, Daymer Ingredients Limited, Graze, Tate & Lyle and AB Mauri.
• The data presented on number of additional servings is obtained from self-reported data of participating members.
• Kantar’s Worldpanel GB Take Home Purchase data for FDF Action on Fibre members and total food and drink market, Sales Weighted Average fibre in g per 100g for 2023.
• The consumer research was conducted by Censuswide on behalf of FDF of 1,000 general consumers (Nationally Representative) between 3/6/21 – 16/6/21.
• There is strong evidence that eating plenty of fibre is associated with a lower risk of heart disease, stroke, type 2 diabetes and bowl cancer. For further information please see https://www.nhs.uk/live-well/eat-well/digestive-health/how-to-get-more-fibre-into-your-diet.