FDF Action on Fibre delivers millions more fibre servings to the UK population
FDF Action on Fibre delivers millions more fibre servings to the UK population
Currently only 9% of adults meet the recommended amount of fibre. In 2015 the government increased the dietary recommendation from 24g to 30g per day and since then there has been very little change in the UK population intake.
In 2021, the FDF launched ‘Action on Fibre’ an industry led initiative to proactively bridge the gap between fibre intakes and the dietary recommendation.
Since the launch members have been making great progress. In 2023 alone, 190 million additional servings of fibre were delivered to the population. We are also very pleased to announce the launch of the retail partners initative with Lidl as our first retail partner, read more about their commitments here.
Action on Fibre progress
Since the launch of the Action on Fibre initiative, our member have been working hard to bridge the gap. We are pleased to share the progress of the Action on Fibre initiative.
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All about Fibre
Fibre is an important part of our diet, with many health benefits and we don’t eat enough.
Action on Fibre - reformulation and innovation case studies
Companies have been working hard to increase the fibre content of existing products and new innovations, in a diverse range of categories.
Action on Fibre - case studies on wider activities
Companies have been working hard to increase the fibre content of existing products and new innovations, in a diverse range of categories.
Latest updates
Lidl commit to increasing fibre and wholegrain sold
Lidl GB is proud to be the first retailer to announce a fibre strategy that spans its entire product offering. As the first member of the Action on Fibre retail partnership it is great to see their ambitious targets to boost fibre sales across their entire offering.
As part of its new targets, Lidl is working with suppliers to enhance existing recipes by incorporating more plant-based, fibre-rich ingredients like lentils, beans, and grains, whilst reducing fats and sugars. It will also seek to introduce new and exciting high-fibre products, boosting nutritional value and making everyday items healthier.
For more information see their commitment to make higher fibre diets more appealing, normal and easy for the population.
Action on Fibre launch new retail partners initiative
Following from the launch of our 2023 progress results we are pleased to announce the Action on Fibre Retail Partners initiative and welcome Lidl as our first partners.
We recognise the important role retailers play in helping to increase consumer awareness of higher options. Bridging the fibre gap requires a collaborative approach across a wide range of stakeholders and we look forward to working with many more retailers and partners.
If you would like to find out more or get involved, please contact Fiyin.
Action on Fibre 2023 progress
We are pleased to launch the 2023 Action on Fibre progress results. Our Action on Fibre signatories have been working hard to help bridge the fibre gap and these results demonstrate a small snapshot of the great progress and activities they have achieved. A big thank you to the companies involved in this initiative and congratulations on the great results achieved!
Through new products and reformulating existing products, Action on Fibre Signatories have delivered 190m more servings of fibre to the population. That’s the equivalent to around 144 million bowls of bran flakes or 207 million slices of wholemeal bread. Kantar Worldpanel data shows that FDF Action on Fibre member products contained 46% more fibre than the total food and drink market.
News
Next steps to bridging the fibre gap
Our Action on Fibre initiative has made amazing progress but we need support to increase public awareness and to educate and empower individuals to increase their fibre intake.
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