Food manufacturers have provided two billion servings of fibre since the launch of a campaign to ramp up the amount in products was launched five years ago.
The FDF today revealed its Action on Fibre campaign had seen big improvements in fibre across products such as bread, yoghurts and snacks.
However, it warned that there was still a major lack of awareness among the public over the benefits of fibre. It urged the government to push ahead with the launch of mandatory heath reporting, which it said would help guide consumers to healthier products.
In 2015, the UK government boosted its recommended fibre intake guidelines, taking it from 24g to 30g.
Yet only 4% of adults are currently achieving the government’s recommended 30g of fibre, with consumer research carried out by the FDF last year showing that only 7% of adults are aware of the recommendation.
The FDF campaign is backed by retail partners Lidl and Aldi, which have been running a campaign to point consumers to higher-fibre choices.
Aldi has has pledged to go further to share recipes and practical meal ideas to help customers easily incorporate more high-fibre products into their diets. Lidl said it had nearly doubled sales of whole grains by incentivising shoppers with monthly discounts of up to 30%.
The campaign highlighted products such as Ryvita’s Snack It range– a new high-fibre snack choice for consumers, which is all ‘high in fibre’ and Kingsmill, which in 2025 launched a tiger loaf with 3.2g of fibre per 100g.
“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,” said FDF chief scientific officer Kate Halliwell.
“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.
“Imposing advertising and promotion restrictions on many of these healthier choices seems counterintuitive 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.
“We urge government to work with industry to understand what would drive further progress. We believe that introducing mandatory reporting on healthier food sales would help to incentivise businesses to go further and build momentum on developing higher-fibre choices.”
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