FDF launches Action on Fibre initiative in partnership with UK leading brands


The Food and Drink Federation (FDF) has launched its new Action on Fibre initiative to help people boost their fibre intake.

The initiative, which is supported by the federations members and major brands, has pledged to highlight high fibre options on their product packaging as well as launch new products which are high in fibre.

Some of the major brands involved include Warburtons, Elephant Atta, Nomad Foods, Pladis, Kellogg’s, Jordans, Innocent and Quorn.

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The move follows a survey with Censuswide, revealing that 33 per cent of people surveyed are aware of the recommended adult amount of 30g per day, and 70 per cent were unsure as to whether they achieve this in their diet or stated they don’t meet the daily recommendation.

This aligns with dietary survey data which shows that only nine per cent of adults currently meet the dietary recommendation.

Action on Fibre aims to help bridge the gap between fibre intakes and dietary recommendations by making higher fibre diets more “appealing, normal and easy for the population”.

“We are delighted to launch a new industry-led initiative to bridge the gap in fibre intakes. Fibre plays an essential role in the diet and currently, the UK’s population, on average, do not consume enough fibre in their diets,” FDF chief scientific officer Kare Halliwell said.

“Our survey, commissioned by Censuswide, clearly highlights the need for further action to increase fibre intakes, and for greater awareness of how we can consume more fibre as well as the benefits this brings.

“It is brilliant that so many of the FDF’s members have signed up to Action on Fibre and we are excited to see their progress. The pledges themselves are broad-ranging, and will help to offer consumers more convenient, diverse options to increase their intakes.”

British Nutrition Foundation director-general Professor Judy Buttriss added: “Average fibre intakes across all sections of the population have been low for many years despite the well-documented health benefits of fibre.

“This gap-bridging initiative is a welcome boost to ongoing efforts encouraging improvement – higher fibre choices need to be easy and appetising options.”

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