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Food and drink companies pledge to boost fibre in our diets

01 February 2022

Over 20 food and drink brands have pledged their support to increase the amount of fibre in consumer’s diets after backing the Action on Fibre initiative launched by the Food and Drink Federation (FDF).

The FDF’s Action on Fibre initiative aims to bridge the gap between fibre intakes and the dietary recommendation by making higher fibre diets more appealing, normal and easy for the population.


From its survey with Censuswide, the FDF found that only 33% of the population are aware of the recommended average amount of 30g per day for adults, and 70% are unsure as to whether they achieve this in their diet.

Encouraging consumers to eat more of the things they are not having enough of is key to improving health. Some of the highest dietary risk factors are low consumption of whole grains, fruits, legumes, nuts, seeds and fibre. Aside from overall gut health, fibre also plays an important role in decreasing the risk of type 2 diabetes and heart disease.

We have worked with food manufacturers large and small to support them in making a wide range of commitments – from launching new higher fibre products to supporting public awareness campaigns to nudging people to higher fibre options in the supermarkets. By increasing fibre in a range of foods, such as bread, breakfast cereals and plant milks it will make it easier for people to incorporate fibre into their diets.

Fibre February is a great opportunity to raise awareness of how important it is to increase fibre intakes. With companies also increasing the fibre in the foods they sell, it will become increasingly easy for people to make positive dietary changes.

The FDF’s Chief Scientific Officer, Kate Halliwell, said:

“We are delighted to see so many FDF members pledge their support to Action on Fibre. These innovative companies are ensuring consumers are offered a wide range of higher fibre food products and to raise awareness of this important and often ignored nutrient.

“Fibre plays an essential role in the diet and currently the UK’s population, on average, does not consume enough fibre in their diets. Fibre February is a fantastic opportunity to raise awareness and improve the health of our nation.”

A full list of pledges by FDF members is available here.

To mark this year’s Fibre February, the FDF will be hosting a webinar to talk about the importance of innovation and communication to help bridge the fibre gap. Guest speakers will share exciting examples of innovation in the supply chain to increase fibre and explore how companies can build awareness among consumers. For information on how to attend visit here.


For more information, please contact William Hanley, Senior Corporate Affairs Executive, on 07508 407269,

Notes for Editors

  1. The Food and Drink Federation (FDF) is the voice of the food and drink manufacturing industry – the UK’s largest manufacturing sector. For more information on the FDF and the industry we represent, visit
  2. In 2015 the government increased the dietary recommendation for fibre from 24g to 30g per day and since then there has been very little change in the UK population intake of dietary fibre. Currently only 9% of adults meet the recommended amount of fibre. Over the years government policy has focused on reducing the amount of fat, salt and sugar we consume and less on increasing foods and nutrients we need more. The FDF and its members are committed to proactively bridge the gap with an industry led initiative. Our ‘Action on Fibre’ pledges introduce a range of commitments which our members have committed to in order to boost fibre intake.
  3. The full list of industry partners taking part in the initiative can be found here:
  5. NHS How to get more fibre into your diet:

Action on Fibre

Our members have pledged to take Action on Fibre and help bridge the gap between fibre intakes and the dietary recommendation.

Read more

All about Fibre

Action on Fibre signatories

Action on Fibre progress