Currently only 9% 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.

Over the years government policy has focused on reducing the amount of calories, salt and sugar we consume, but there has been little focus on increasing foods and nutrients we need more of.

The FDF and its members are committed to proactively bridge the gap between fibre intakes and the dietary recommendation with an industry led initiative. Our ‘Action on Fibre’ pledges introduce a range of commitments which our members have taken to help bridge this gap.

Action on Fibre Signatories

Action on Fibre Leaflet

FDF Members Action on Fibre

Latest updates

Action on Fibre: 2022 Mid-Year update

Since the launch of Action on Fibre in September 2021, our members have been working hard to help bridge the gap between intakes and recommendations. We are very excited to share some of the work our members have been doing over the past few months, from great social media campaigns to launching new and exciting higher fibre products.


Take a look at some of the great initiatives.

Fibre February Webinar

Bridging the fibre gap with innovation and communication from concept to launch

For this year’s Fibre February, the FDF hosted a webinar to talk about the importance of innovation and communication to help bridge the fibre gap.

This webinar involved case studies from industry experts involved with the FDF’s Action on Fibre initiative, including AB Mauri. Our guest speakers shared exciting examples of innovation in the supply chain to increase fibre and explore how companies can build awareness among consumers.

The recording is available to view here.

Action on fibre: working together to bridge the gap

We were delighted to write an article in Dietetics Today, the official British Dietetics Association members' magazine, in honour of Fibre February.

The article, featured in the February edition, covers how the food industry is helping to improve fibre intakes and the importance of collaboration between all stakeholders from manufacturers to Government and health professionals in bridging the gap.

Read the article here.

Fibre February: why the FDF is campaigning to boost the UK’s fibre intake

By Kate Halliwell, chief scientific officer at the Food and Drink Federation

January is typically a time of resetting. Exercise, diets, drinking habits – how many of us have just completed Dry January or Veganuary? Well now it’s time for Fibre February. But is it an important initiative or just another bandwagon to jump on?

I’d argue the former. Fibre February, launched by the UK Flour Millers in 2017, is an important opportunity to promote a positive dietary message. Helping people make long-term positive changes to their diets and eat more fibre is something we should all support. The Food and Drink Federation launched Action on Fibre last year, and we are delighted to support Fibre February as part of our ongoing commitment to helping to increase the UK population’s intake of fibre.

The need is clear. The FDF conducted a UK-wide survey exploring public knowledge surrounding fibre. The results showed how little people know: only one in three knew the recommended daily amount of fibre for adults is 30g, and around 70% of people polled were unaware if they were meeting the recommendation. This is not helped by the voluntary repetition of nutrition information on front of packs not being allowed to provide fibre. There are also misconceptions about sources of fibre with one in 10 people believing eggs are a good source.

The survey found 60% of people are aware that increasing your fibre intake is great for your digestive health. Perhaps the infamous EFSA-approved health claims on fibre – it suggests suppliers can emblazon their packaging with ‘increases faecal bulk’ and ‘acceleration of intestinal transit’ – have had an impact after all! However, only one in four people know the full range of benefits eating fibre can provide, including reducing the risk of Type 2 diabetes and heart disease.

When the FDF launched its Action on Fibre initiative, it had a clear aim to bridge the gap between fibre intakes and the dietary recommendation by making higher-fibre diets more appealing, normal and easy for the population. We have worked with large and small food manufacturers to develop the detail to underpin this, and to look at how it can be measured to demonstrate impact. So far, 21 of some of our best-known brands, innovative smaller businesses and ingredient suppliers have made pledges and we’re working to increase this reach.

FDF members are making a wide range of commitments – from launching new higher-fibre products to supporting public awareness campaigns and nudging people to higher-fibre options in the supermarkets. By increasing fibre in a range of foods from bread to pizza and breakfast cereals to plant milks, it will start to make higher-fibre diets easier to achieve.
We are proud of what our companies have already committed to as part of Action on Fibre, but we recognise there is no simple solution. Food companies alone can only do so much. We need a collaborative effort across the industry, government, health charities, and we need healthcare professionals to spread the message and take action to help people increase their intake. Fibre February provides a great opportunity to do just that. At the FDF we are committed to help drive change and to talk about fibre, not just in February but every month of the year.

A UK Fibre Partnership? Making the case for a public – private partnership to increase fibre intake in the UK diet

In honour of International Whole Grain Day on Tuesday 16th November, Amy Glass, FDF's UK Diet and Health Policy Manager participated in a panel discussion on ‘A UK Fibre Partnership? Making the case for a public – private partnership to increase fibre intake in the UK diet’. Amy presented on the Action on Fibre initiative highlighting some of the great pledges members have signed up to, along with the action industry can take towards improving diets such as educating, reformulation and nudging consumers toward healthier options. Also participating in the panel were members of the H3 Partnership - Healthy Soils, Healthy Food, Healthy People and Gitte Laub Hansen with the Danish Whole Grain Partnership. The panel discussed the benefits of dietary fibre, how to increase consumption and the success of the Danish Whole Grain Partnership.

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Fibre is an important part of our diet, with many health benefits and we don’t eat enough.

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Action on Fibre signatories

Find out who’s signed up to the FDF’s Action on Fibre initiative.

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Case Study

Action on Fibre case studies

FDF members are taking action to increase fibre intakes – see some great examples here.


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