Food and drink manufacturers have really stepped up to the plate when it comes to fibre, delivering two billion servings between 2016-2021, numbers from the Food and Drink Federation (FDF) show.
The FDF attributes this success to the Action on Fibre initiative, which was launched to bridge the gap between people’s fibre intake and dietary guidelines. But the federation has also warned that new regulations could see that progress reversed.
500 new high fibre products
The Action on Fibre initiative saw food and drink manufacturers launch 500 new high fibre products and recipes to the market through investment in innovating new products; alongside 100 new products and higher fibre recipes to the grocery market in 2025 alone, adding 130 million portions of fibre.
Examples include Ryvita Snack It, a new high-fibre snack, and Kingsmill’s new Tiger loaf that uses wheat fibre in the recipe.
Still, there remains a significant fibre gap. 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.
Rethink the new NPM
As a result the FDF has called on the UK 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 fear the 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 proposes a different approach, urging the government to instead introduce mandatory reporting of healthier food sales across the food system which it believes will 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.”
