Fibre is having a movement – and it’s long overdue. Despite its essential role in digestive health and its functional versatility in food formulation, fibre’s everyday health and wellbeing benefits have been flying under the radar and as a result, it has been underrepresented in shopping baskets for decades.
Whether fibre had historically been associated with brown, chewy products or uncomfortable digestive effects, these perceptions meant it was often overlooked by formulators and rarely sought out by consumers across generations.
At Tate & Lyle, we see that narrative already shifting, with fibre increasingly viewed as the next nutritional hero. Fibre reformulation presents a powerful opportunity for brands to build on that momentum.
Tolerance, transparency and thoughtful choice
Food manufacturers need to assess their fibre choices carefully, especially when it comes to catering for consumers with digestive sensitivities.
Around 9% of the European population lives with IBS1, some of whom may adopt a low FODMAP diet to manage symptoms. There are FODMAP friendly fibres2 and third-party certifications make it easier for manufacturers to identify and use them.
Understanding tolerance levels is crucial, not just at a single dose but across multiple consumption occasions in a day. For example, our soluble corn fibre is well tolerated up to 65g per day3, thanks to its slower fermentation profile. This means gas is produced later in the digestive process and over a shorter distance in the colon. This makes them less likely to cause discomfort, even at higher doses.
If you’re adding fibre to an existing product, clarity builds confidence. Consumers benefit from knowing not just how much fibre has been added, but also what type of fibre it is. For those navigating gut health or diagnosed conditions, that transparency empowers more informed choices.
Learning from the past: Reframing fibre for a new generation
If a consumer eats a particular fibrous ingredient and is left feeling bloated and uncomfortable, they may be quick to push to judge.
Rather than linking it to a specific fibre ingredient being consumed above its studied tolerance levels or one their system has a digestive response to, they may associate it with fibre in general.
To move forward, we need to reintroduce fibre on better terms. That starts with modernising the story to reflect everyday felt benefits. Today’s fibre doesn’t mean sacrifice. It can - and should - be part of enjoyable everyday products that feel relevant, functional and enjoyable. That starts with ingredient expertise and formulators using and selecting fibre ingredients with intention.
For everyone looking to formulate with fibre for the first time, ensuring you have access to nutrition scientists, and technical specialists, who can help the product team better understand the nuances of digestive health, tolerance studies and fibre types will make a difference in the quality and success of new product launches.
Some of the most interesting recent launches are doing just that. Mintel reports a rise in fibre-forward foods with a “cool factor” - fibre that’s playful, delicious, and share-worthy4. I often say, fibre needs a facelift, and now is the perfect time to deliver it with care.
Function beyond fortification: The power of soluble fibres
Formulators know that fibre isn’t just a nutrition add-on. Soluble fibres in particular are among the most powerful tools in product development.
From a technical standpoint, they help reduce sugar and calories while strengthening the nutritional profile of the product. In our work with better-for-you ice cream, for example, we achieved a 25% sugar reduction and 50% fat reduction – while maintaining consumer-expected creaminess, slower melt and clean-label appeal. Soluble fibre and citrus fibre played a key role, replacing both sweetness and structure in a single step, while also contributing meaningful fibre fortification and improving the overall nutritional balance of this health-forward, yet indulgent treat.
Certain soluble fibres can also support satiety5, improve mouthfeel in protein-rich or fortified products, improve the absorbability of micronutrients like calcium6, and - in some cases - their positive impact on digestive function7,8 may even help counter digestive side effects for people using GLP-1 medications.
These benefits matter because tasted and felt outcomes are central to how consumers judge both the experience and the perceived value of a product. Feeling fuller for longer, greater overall eating satisfaction, tolerance and recognising ingredients associated with health benefits all shape how food is experienced. Formulated well, fibre helps deliver these outcomes in ways consumers can genuinely feel.
Rewriting the fibre narrative
The fibre gap isn’t just a public health concern; it’s a missed opportunity. In the UK, 96% of people fall short of the recommended 25–30g of fibre per day. At the same time, many UK consumers are meeting – or exceeding – their daily protein needs, which typically sit around 45-56g per day9 depending on gender and bodyweight. Why the imbalance? Because protein and its benefits have been marketed with clarity, consistency and cultural relevance for decades. Fibre deserves that too. And that’s something the food industry can – and should – change.
Education must be a shared responsibility. It isn’t just in the realm of nutritionists, healthcare providers, public health and government initiatives, more can be done to support their public health initiatives.
Retailers, manufacturers and foodservice providers all have a role to play in bringing fibre into the mainstream, making it visible, relatable, and easy to incorporate. Encouragingly, we’re already seeing some supermarkets take steps to shine a light on the fibre gap and raise consumer awareness of the felt benefits of getting enough fibre every day. They’re doing this through highlighting fibre-rich brand ranges and formulating their own products to support consumers with easy to integrate and delicious product ‘nudges’ with added fibre. What’s needed now is scale and consistency across messaging and product quality.
Campaigns like ‘five a day’ helped establish the link between fruit, vegetables, and everyday wellbeing. Fibre needs that same directness, empowering people to make healthy choices more easily. The fibre messaging I grew up with was built on lecturing, this generation’s fibre is more about empowerment, connected to everyday health goals.
That starts with packaging and product claims. Consumers respond to simple, meaningful cues. Messages like ‘contains X% of your daily fibre’ help people navigate fibre fortified options with more confidence especially those looking to hit their daily fibre goal more consistently.
If a formulation includes a fibre that’s known to be well tolerated, that’s not just a technical detail, it’s a reassurance that can remove barriers to purchase. Fibres that are more easily tolerated are especially important for those managing conditions like IBS. The value of including whether a fibre is soluble or insoluble can also be very helpful for consumers that may necessitate higher awareness of their response to different types of fibres’ modes of action in the gut.
Whole foods will always be foundational. But fortified foods have an important role to play. When well-formulated, fibre-enriched foods don’t just close nutritional gaps, they unlock new product experiences that feel joyful, exciting and aligned with modern lifestyles.
This is a moment for the industry to act. If we could elevate protein to where it is today, linked with strength, energy and performance, we can do the same with fibre. The science is there. The tools are ready. What’s needed now is a shift in mindset.
Let’s give fibre the reputation it deserves and consumers the health impacts its capable of.
References
- Rometsch C, Mansueto G, Maas Genannt Bermpohl F, Martin A, Cosci F. Prevalence of functional disorders across Europe: a systematic review and meta-analysis. Eur J Epidemiol. 2024 Jun;39(6):571-586. doi: 10.1007/s10654-024-01109-5
- Varney J, Barrett J, Scarlata K, Catsos P, Gibson PR, Muir JG. FODMAPs: food composition, defining cutoff values and international application. J Gastroenterol Hepatol. 2017 Mar;32 Suppl 1:53-61. doi: 10.1111/jgh.
- Housez B, Cazaubiel M, Vergara C, Bard JM, Adam A, Einerhand A, Samuel P. Evaluation of digestive tolerance of a soluble corn fibre. J Hum Nutr Diet. 2012 Oct;25(5):488-96. doi: 10.1111/j.1365-277X.2012.01252.x.
- Mintel, Is fibre really the next protein? November 2025
- Astbury NM, Taylor MA, Macdonald IA. Polydextrose results in a dose-dependent reduction in ad libitum energy intake at a subsequent test meal. Br J Nutr. 2013;110:934-42.
- Whisner CM, Martin BR, Nakatsu CH, Story JA, MacDonald-Clarke CJ, McCabe LD, McCabe GP, Weaver CM. SCF increases calcium absorption associated with shifts in the gut microbiome: A randomized dose-response trial in free-living pubertal females. J Nutr. 2016;146(7):1298-306.
- Timm DA, Thomas W, Boileau TW, Williamson-Hughes PS, Slavin JL. Polydextrose and soluble corn fiber increase five-day fecal wet weight in healthy men and women. J Nutr. 2013 Apr;143(4):473-8. doi: 10.3945/jn.112.170118
- Vester-Boler BM, Serao MC, Bauer LL, Staeger MA, Boileau TW, Swanson KS, Fahey GC Jr. Digestive physiological outcomes related to polydextrose and soluble maize fibre consumption by healthy adult men. Br J Nutr. 2011 Dec;106(12):1864-71. doi: 10.1017/S0007114511002388. Epub 2011 May 31
- Government Dietary Recommendations Government recommendations for energy and nutrients for males and females aged 1 – 18 years and 19+ years
