Fibremaxxing: Food manufacturers add 2 billion portions of fibre to nation’s plates in last five years

The Food and Drink Federation (FDF) has revealed that food and drink manufacturers have provided 2 billion portions of fibre to the nation since 2021¹ through its Action on Fibre campaign.

This is the result of significant investment made by food and drink brands to update recipes and launch new products that give people’s diets a fibre boost. Members of the Action on Fibre campaign – the proactive industry endeavour to bridge the gap between people’s fibre intake and the dietary guidelines – launched 100 new products and higher fibre recipes to the grocery market in 2025 alone, adding 130 million portions of fibre².

Since the campaign began in 2021, members of Action on Fibre have now launched 500 new and updated products that offer a source of fibre to shoppers¹. For example:

• Ryvita launched Snack It – a new high-fibre snack choice for consumers. The whole range is ‘high in fibre’, coming in a variety of flavours, from Sour Cream & Chive, to Smoky Barbeque, for an easy fibre-fix on the go.
• In 2025, Kingsmill launched a new Tiger loaf. The Kingsmill bakers used wheat fibre in the recipe to ensure that the new loaf provided 3.2g of fibre per 100g, making it a white bread option that is a source of fibre.
• Activia has expanded its Breakfast Pot Granola Yogurt range with a new Dark Chocolate flavour. The breakfast pots contain multiple sources of fibre, as well as billions of live cultures to add to the gut health benefits, balanced with a small indulgence from the dark chocolate

Growing awareness of the benefits of fibre

Only 4% of adults are currently achieving the government’s recommended 30g of fibre³. Consumer research also shows that only 7% of adults are aware of this recommendation⁴.

A diet high in fibre provides a range of important potential health benefits, from improved digestive health to reduced risk of heart disease, type 2 diabetes, and certain types of cancer⁵. Alongside adding fibre to products, food manufacturers are therefore working to put fibre on the map and raise consumer awareness of its health benefits. This includes Boursin, part of Bel UK, which has helped raise awareness to 1.4 million people by sharing high fibre recipes on its own social channels, and through collaboration with influencers.

Meanwhile, Action on Fibre’s retail partners, Lidl and Aldi, have both helped to point people towards higher fibre choices. Aldi has further pledged to share recipe inspiration and practical meal ideas to help customers easily incorporate more high-fibre products into their daily diets.  Lidl has nearly doubled sales of whole grains by incentivising shoppers with monthly discounts of up to 30%.

Bridging the fibre gap

FDF is calling on government to support industry’s work to increase awareness of the importance of fibre for our health and the foods that provide fibre to our diets. This includes through positive and practical public health messaging, amplified by industry, championing the healthy choices people can make to support their wellbeing.

It should also rethink proposed changes to the Nutrient Profiling Model (NPM) – the model government uses to determine which products are defined as ‘less healthy’ and subject to advertising and promotion restrictions. The proposed changes would see many nutrient rich and high fibre products, like wholegrain breakfast cereals and vegetable-packed ready meals, become subject to advertising and promotion restrictions. This could risk reducing opportunities to help people to get more fibre in their diets. Rather, introducing mandatory reporting of healthier food sales across the food system would incentivise businesses to develop more healthier, higher fibre products.

Kate Halliwell, Chief Scientific Officer, The Food and Drink Federation (FDF), said:

“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. 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 counter-intuitive 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.”

Notes to editors

Read Shaping a healthier future through food and drink.

1. Action on Fibre members self-reported data. The initiative was launched in 2021 and the data includes fibre contributions from sales of all products launched as part of the initiative from 2022 to 2025.
2. Action on Fibre members self-reported data from January 2025 to December 2025
3. National Diet and Nutrition Survey 2019 to 2023. Only 4% of those aged 11 and above currently meet the dietary recommendation for fibre.
4. Survey of 2,000 Brits aged 18+, conducted by Censuswide between 16.05.25 and 19.05.25
5. SACN Carbohydrates and Health Report 2015

About FDF

The Food and Drink Federation (FDF) gives a voice to the food and drink manufacturing industry – the UK’s largest manufacturing sector. We contribute over £42bn to the country's economy, supporting half a million jobs and driving growth at home and abroad. For more information on the FDF and the industry we represent, visit www.fdf.org.uk.  

For further enquires please contact the FDF Press Office or contact 020 7420 7140.