Driving National Progress on Fibre: Warburtons’ Commitment to Closing the UK’s Fibre Gap

Warburtons continued its mission to help families boost their daily fibre intake. 

Warburtons launched its Nation’s Fibre Provider campaign to address the significant fibre gap affecting consumers across the UK. With government data showing that the vast majority of people fail to meet the recommended daily fibre intake, Warburtons recognised the need to raise awareness of the issue while showcasing how everyday bakery products can provide a simple solution.  

The campaign aimed to make fibre education accessible and engaging for all audiences. To achieve this, Warburtons partnered with one of the UK’s leading nutritionist Rhiannon Lambert, to create “The Fibre Fix Sandwich” – a delicious, affordable lunch designed to deliver exactly 13.6g of fibre using foods families already know and love.  

Built around two slices of Warburtons new Fibre Fix loaf, which alone provides 8g of fibre, the recipe adds simple, tasty ingredients like chickpeas, carrot and rocket to reach the full 13.6g in a single meal.  

A fully integrated marketing approach ensured the message reached households nationwide. Warburtons delivered a broad mix of communications across out-of-home advertising, social media, PR activity, and radio.  

Alongside external engagement, Warburtons shared fibre rich recipes and campaign materials internally to support colleague awareness and encourage healthier choices across the business.  

Through this campaign, Warburtons reinforced its commitment to helping bridge the fibre gap by empowering consumers with practical information and simple, enjoyable ways to increase their daily fibre intake.  

The Fibre Fix launch is part of a wider, long-term ambition to help close the UK’s fibre gap. By 2030, 60% of Warburtons products will be a source of fibre, and by 2040, at least half of the entire range will be classed as high in fibre, helping families build more fibre into everyday meals over time, not overnight.