This is the result of the FDF’s Action on Fibre initiative, which was launched to bridge the gap between people’s fibre intake and dietary guidelines.
The initiative saw food and drink manufacturers launch 500 new high fibre products and recipes to the market through investment in innovating new products.
According to FDF they have also launched 100 new products and higher fibre recipes to the grocery market in 2025 alone, adding 130m portions of fibre.
It highlighted examples such as Ryvita Snack It, a new high-fibre snack to Kingsmill launching a new Tiger loaf using wheat fibre in the recipe.
According to the National Diet and Nutrition Survey 2019 to 2023 only 4% of adults are currently achieving the government’s recommended 30g of fibre.a day.
As a result the FDF is calling on government to support the industry’s work to increase awareness of the importance of fibre for health. It wants to include positive and practical public health messaging, amplified by industry, championing the healthy choices people can make to support wellbeing.
The trade organisation has also asked the government to rethink proposed changes to the Nutrient Profiling Model (NPM), which determines which products are defined as ‘less healthy’ and subject to advertising and promotion restrictions.
The FDF raised concern that the proposed changes would see many nutrient rich and high fibre products, such as wholegrain breakfast cereals and vegetable-packed ready meals, become subject to advertising and promotion restrictions.
It is calling for the Government to take a different approach and introduce mandatory reporting of healthier food sales across the food system which would incentivise businesses to develop more healthier, higher fibre products.
“Fibre is a powerhouse in terms of its potential health benefits and it’s brilliant to see the range and scale of change that food and drink manufacturers have made. Companies have upped the fibre content of many well-loved products and developed new options that make it easier for people to reap the benefits of a higher-fibre diet,” said Kate Halliwell, Chief Scientific Officer at FDF.
“Imposing advertising and promotion restrictions on many of these healthier choices seems counter-intuitive and risks them disappearing from shelves. This would be a backwards step when the majority of us are still not eating the recommended 30g a day.
She added:“We urge government to work with industry to understand what would drive further progress.”
