AB Mauri UK & Ireland: Fibre Innovation in Baked Goods: From Consumer Trends to Evidence‑Based Solutions

Driven by trends including “fibre‑maxxing”, the rise in weight‑loss medication use, and increased consumer focus on nutrient density, AB Mauri has seen an increase in customer discussions and fibre‑related development requests. In response, AB Mauri has delivered a broad programme of product development to help customers increase fibre across their portfolios, supported by insights on trend‑led consumer messaging and “health by stealth” approaches in baked goods that improve nutritional quality while maintaining taste, texture and affordability. This work has created a pipeline of fibre concepts, with applications across bread, rolls and morning goods. Solutions range from using whole fibre‑rich ingredients (wholegrains, seeds and pulses) to carefully selected extracted fibres, enabling targeted benefits while maintaining product quality and consumer appeal. 

While demand is accelerating, AB Mauri’s focus remains the same, to invest in research that tests both the health potential of higher‑fibre products and their real‑world consumer acceptability. Throughout 2025, AB Mauri continued to commit time and resource to research projects exploring how a range of high‑fibre ingredients can be incorporated into baked goods, and evaluating their health benefits and acceptability. One of these projects has also led to publication in Philosophical Transactions of the Royal Society B: “The children may not be the problem: evidence of acceptance and enjoyment of higher fibre breads from choice architecture studies in school breakfast clubs.”  

By working closely with academic and industry experts, AB Mauri ensures its product development is grounded in robust, evidence‑based research.