Aldi is launching a new logo to highlight food high in fibre content.
The discounter has also joined an FDF initiative to boost the nation’s fibre intake. Since 2021, the Action on Fibre initiative has added a claimed 1.5 billion portions of fibre to the nation’s diet.
Aldi’s new ‘high in fibre’ logo will feature on a growing range of products in a phased rollout through the year.
Initial products carrying the logo will include everyday staples such as bread, lentils and cereals, alongside selected deli products such as falafels. Products expected to bear the logo later in the year include dried fruit, nuts and seeds, and wholewheat pasta.
“We know fibre plays an important role in supporting everyday health, but it’s particularly difficult for families juggling busy routines and mealtimes,” said Aldi UK national sustainability director Liz Fox.
“That’s why we’re taking a broad approach – from clearer on-pack labelling and product development to sharing simple recipe ideas – to make it easier for families to include more fibre in everyday meals, without compromising on quality or value.”
FDF chief scientific officer Kate Halliwell said: “We’re thrilled that Aldi has joined us on our mission to support the nation’s health by helping more people increase the fibre in their diets.
“Fibre has a range of important health benefits, from reducing our risk of diabetes, to improving our digestive and heart health. That’s why we’re committed to working with organisations across the food supply chain to make it simpler for people to hit the recommended 30g of fibre a day.
“Last year alone, Action on Fibre helped add the equivalent of 88 million bowls of bran flakes to shop shelves, and with Aldi on board, we know we’ll be able to achieve even more.”
M&S has also recently been beating the fibre drum, publishing a report in January called Bridging Britain’s Fibre Gap, which cites its EatWell range as a ‘case study’ in boosting intake.
No comments yet