Working with 25 brands, the FDF Action on Fibre initiative has made a ‘demonstrable impact’ and has helped raise awareness of the benefits of higher fibre diets.
Participating companies have adapted recipes and launched higher fibre options of some of the UK’s most popular brands, with 134 new and 17 reformulated products brought to market across a wide range of categories.
Consumer FDF research shows that only one in three know the recommended daily amount of fibre for adults is 30g, and around 70% of people are unaware if they are meeting that recommendation.
The survey also found that while 60% of people are aware that increasing your fibre intake is great for your digestive health, only a quarter of people know the full range of benefits it can provide - including reducing the risk of Type 2 diabetes and heart disease.
Kate Halliwell, chief scientific officer at FDF, said: “We are proud of the demonstrable impact of our Action on Fibre initiative and the great efforts by participating brands to bring higher fibre options to the market. This is no simple task - healthier product innovation is technically challenging, takes time and requires substantial investment.
“To truly bridge the fibre gap in the UK and improve the health of our nation, higher fibre diets need to be seen as more appealing, normal, and easy for the population. Collaboration is key to help more people increase their fibre intake and we’d encourage others in retail and across the industry, government, healthcare professionals and charities to partner with us to buck the trend.”