FOB launches bread nutrition campaign

By Michelle Perrett

- Last updated on GMT

The nutritional benefits of bread are to be highlighted
The nutritional benefits of bread are to be highlighted

Related tags: Baking industry

The Federation of Bakers (FOB) is set to promote the role of bread in the UK diet, following a new report by the British Nutrition Foundation (BNF).

The new updated review by BNF, backed by FOB, has highlighted that bread continues to play an important role in the current UK diet, contributing to intakes of carbohydrate (as starch), fibre, protein and numerous vitamins and minerals, including calcium, iron and thiamin.

FOB said this report was part of a wider piece of activity, which aimed to remind consumers and healthcare professionals about the nutritional value of bread. 

In addition to the updated BNF review, there was also a partnership with the British Dietetic Association (BDA), as well as a targeted PR campaign and website refresh. 

Consumer demand

The campaign comes at a time when consumer demand for wrapped and sliced bread is at an all-time high, with it increasing as much as 50% during the health crisis, it said.  

The partnership with the BDA is promoting the positive messages around bread to the BDA’s network of 9,000 food and nutrition professionals through its Healthier You initiative. 

This would also allow the FOB to disseminate the benefits of bread to a million people committed to making positive changes to their diet and lifestyle, said the organisation. 

Balanced diet

Gordon Polson, chief executive of the FOB, said: “With bread playing an important part in a healthy balanced diet – and no more so than during a time like this – it is vital that we educate people about the range of nutrients all bread delivers. 

“The BNF review re-affirms bread’s place as one of the UK’s favourite staple foods and is an excellent reminder of the value of bread, particularly wholegrain bread, to our diet.”

The FOB represents the interests of the UK’s largest baking companies which produce sliced and wrapped bread, bakery snacks and other bread products. 

FOB said this was a £4bn industry at retail sales value, employing around 75,000 people and supplying 80% of the nation’s bread.  

Its members include: Allied Bakeries, Délifrance, Fine Lady Bakeries, Geary’s Bakeries, Jackson’s Bakery, Kerry Ingredients & Flavours, Roberts Bakery, Warburtons and WD Irwin and Sons.

Related topics: Bakery

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