Cereal Partners Worldwide UK, Kellogg’s, Kingsmill, Warburtons and KP Snacks are just some of the major names to get Brits to consume more fibre-rich foods.
As part of its new annual Celebrating Food and Nutrition Week launched in September, the FDF announced an industry initiative to help people boost their fibre intake. From its survey with Censuswide, the FDF found that only one in three British adults are aware of the recommended 30g of fibre per day, while only 9% actually meet that intake.
Action on Fibre is designed to bridge this gap by making fibre more appealing and easy for people to add to their diets. Signing on to the pledge means companies have agreed to proactively approach the challenge, from highlighting higher fibre options on their packaging to launching new products that are higher in fibre.
“It is brilliant that so many of the FDF’s members have signed up to Action on Fibre and we are excited to see their progress. The pledges themselves are broad ranging, and will help to offer consumers more convenient, diverse options to increase their intakes,” said Kate Halliwell, FDF’s chief scientific officer at the launch of Action on Fibre.
At the heart of health
Fibre is critical component for a healthy lifestyle, responsible in keeping the gut healthy, reducing the risk of heart disease, diabetes, and certain types of cancer.
Amy Glass, UK diet and health policy manager at FDF, added, “The FDF has long called for a more holistic approach to government nutrition policy, believing there should be a more balanced approach to not just what people need to reduce in their diets, like sugar, calories and salt, but also what should be increased, like fruit, vegetables and fibre. This industry led initiative aims to make higher fibre diets more appealing, normal and easy for the population.”
A leader in dietary fibres, Tate & Lyle has committed to invest in cutting-edge research and the use of its high-end ingredient production facilities to help the industry create products that harness the benefits of fibre while remaining appealing to consumers.
Consuming the recommended 30g of fibre daily can be difficult without also consuming substantial calories, and it is especially challenging for the older consumer. Tate & Lyle has undertaken to help manufacturers with reformulation – not only to increase fibre, but to reduce less desirable nutrients such as sugars and fats. It will also regularly push a fibre-forward message and engage in ongoing communication initiatives with industry experts and healthcare professionals.
“Today’s health-conscious consumers are actively looking for foods and drinks that are fortified with nutrients such as fibre,” said Dr Kavita Karnik, global head of Nutrition and Regulatory Affairs at Taste & Lyle.
“Fibre does so much more than simply promote healthy bowel function. It can help prolong the feeling of fullness, support gut health, regulate blood cholesterol, glucose and insulin levels and help the immune system function properly. We want to help spread the word about fibres’ health and nutritional benefits and that's why we are today pledging to take action on fibre by investing in research projects, supporting health care professionals, food reformulators and the industry with more evidence-based information, and to use our digital channels to spread the word.”