Food and drink companies join pledge to boost fibre

By Oliver Morrison contact

- Last updated on GMT

Getty/Marilyna
Getty/Marilyna

Related tags: Fibre, fibre gap

Over 20 food and drink brands have pledged their support to increase the amount of fibre in consumer’s diets after backing the Action on Fibre initiative launched by the Food and Drink Federation (FDF).

The FDF’s Action on Fibre initiative​ unveiled last year aims to bridge the gap between fibre intakes and the dietary recommendation by making higher fibre diets more appealing, normal and easy for the population.

From its survey with Censuswide, the FDF found that only 33% of the population are aware of the recommended average amount of 30g per day for adults, and 70% are unsure as to whether they achieve this in their diet.

Currently only 9% of adults meet the recommended amount of fibre, according to the FDF. Over the years, however, it noted government policy has focused on reducing the amount of fat, salt and sugar we consume and less on increasing foods and nutrients we need more.

Encouraging consumers to eat more of the things they are not having enough of is key to improving health, it said. Some of the highest dietary risk factors are low consumption of whole grains, fruits, legumes, nuts, seeds and fibre. Aside from overall gut health, fibre also plays an important role in decreasing the risk of type 2 diabetes and heart disease.

The Action on Fibre initiative is supported by many of the FDF’s members and well-known brands, including Nestlé, BirdsEye and Kellogg’s. They've have signed up to a wide range of pledges including highlighting higher fibre options on product packaging and commitments to launch new products that are higher in fibre.

The pledges are broad ranging, and will help to offer consumers more convenient, diverse options to increase their intakes, according to the FDF.

The FDF said the scheme aims to help bridge the gap between fibre intakes and the dietary recommendation by making higher fibre diets more appealing, normal and easy for the population.

New members have now committed to help bridge the gap between fibre intakes and the dietary recommendation.

One is Cereal Partners Worldwide UK, maker of Shreddies, Cheerios, Shredded Wheat and Nesquik, which has pledged to launch new high fibre products such as Cheerios Vanilla Os, Nesquik Mix and new flavours of Shreddies between Q3 of 2021 and Q2 of 2022. It has also vowed to feature its our higher fibre cereals in as many off-shelf locations and price promotions as possible by engaging with retailers.

Similalry, Allied Bakeries – which owns the Kingsmill, Allinson’s and Bὒrgen brands – has pledged that the majority of its bread, roll and savoury morning goods launches will provide a source of fibre in 2022 and that all new launches that are higher in fibre will be supported with shopper marketing and social media comms.

Unilever-owned Graze meanwhile has committed to launch a minimum of 5 new products that are high in fibre (o r6g of fibre/per 100g product).

The FDF’s Chief Scientific Officer, Kate Halliwell, said: “We are delighted to see so many FDF members pledge their support to Action on Fibre. These innovative companies are ensuring consumers are offered a wide range of higher fibre food products and to raise awareness of this important and often ignored nutrient.”

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