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Fibre is booming, so why have high-fibre bakery launches failed?
By Sunneva Moore2026-11-10T16:15:00
For bakery brands hoping to cash in on growing interest, turning it into sales is not proving straightforward
Consumer interest in fibre has never been higher. Searches for “fibremaxxing” rose 170% year on year in the week to 10 May 2026, according to Google Trends data, and Mintel research found 60% of adults became more aware of fibre’s health benefits in the 12 months to September.
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