Warburtons: Warburtons Fibre Fix Launches

Warburtons committed to launch new products to market that will provide a ‘source of’ or ‘high in’ fibre claim. 

Warburtons launched the Fibre Fix range in response to the growing national concern around insufficient fibre intake across the UK. Government data shows that 96% of Brits fail to meet their daily fibre target, missing an average of 13.6g per day.  

Warburtons recognised the opportunity to offer simple, everyday products that make it easier for shoppers to meet their fibre needs without changing their eating habits. The new Fibre Fix Loaf and Fibre Fix Rolls were developed as a clear, practical solution, providing 8g of fibre per two slices of bread and 6g per roll, helping consumers boost fibre intake as part of their normal routine.  

The Fibre Fix range was created to make it easier for shoppers to identify fibre rich options at shelf. Clear on pack communication and straightforward nutritional messaging ensure that consumers can quickly understand the benefits while choosing everyday staples they already enjoy.  

To support the launch, Warburtons partnered with leading nutritionist Rhiannon Lambert to raise awareness of the fibre gap and develop accessible, high fibre recipes designed to help consumers effortlessly reach the missing fibre.  

The products have been supported by a national marketing campaign across social media, OOH, and PR which highlighted their nutritional profile to consumers. These products are listed across major retailers in the UK.  

Through the Fibre Fix range, Warburtons aims to empower consumers with convenient, great-tasting bakery choices that help close the fibre gap in a practical, enjoyable way.