Why Action on Fibre
Currently only 4% of adults meet the recommended amount of fibre. In 2015 the government increased the dietary recommendation from 24g to 30g per day and since then there has been very little change in the UK population intake.
In 2021, the FDF launched ‘Action on Fibre’ an industry led initiative to proactively bridge the gap between fibre intakes and the dietary recommendation.
4%
30g
Action on Fibre in progress
Since its launch, the Action on Fibre signatories have been working hard and these results show the great progress they have made, helping to bridge the gap.
In 2024, participating brands delivered 118 million servings of fibre to the population by adapting recipes and launching higher fibre options*.
Over the course of the initiative, these ongoing efforts have delivered 1.5 billion servings of fibre to the nation**.
A big thank you to the companies involved in this initiative and congratulations on the great results achieved!
*Action on Fibre members self-reported data from 2023 to 2024
**Action on Fibre members selfreported data. This includes fibre contributions from sales of all products launched as part of the initiative from 2022 to 2024
Members taking Action on Fibre
Tate & Lyle join the fight for Action on Fibre
Tate & Lyle's global head of nutrition Kavita Karnik talks to the FDF about the benefits of fibre.
How AB Mauri are taking Action on Fibre
Vicky McColl speaks about their research and newly developed product range.
Lidl retail partnership
We are also very pleased to announce the launch of the retail partners initiative with Lidl as our first retail partner.
In 2025, Lidl GB announced a fibre strategy that spans its entire product range, reinforcing its position as an industry leader in healthy and sustainable diets.
With nearly a quarter (23%) of shoppers actively seeking high-fibre products in their weekly groceries, Lidl’s new initiative is designed to make it easier and more affordable for customers to improve their diets.
20%
25%
