Action on Fibre

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.

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.

2023 Action on Fibre progress

In 2023, the FDF worked with academics and colleagues from the Danish Whole Grain Partnership to write a paper on 'Increasing fibre intake in the UK: lessons from the Danish Whole Grain Partnership'. The paper reviews the current dietary consumption of fibre and proposed a way to translate research into policy/practice.

We are pleased to say the paper was shortlisted for British Nutrition Journal paper of the year. Congratulations to the winning paper which explored the association between weight trajectories from birth to 5 years of age and appetitive traits at 7 years.