General Mills: Going Against the Grain continues throughout 2025 fibre awareness campaign
General Mills continues their "Going Against the Grain" fibre awareness campaign – leveraging media outreach to continue to educate UK consumers about the health benefits of fibre, addressing knowledge gaps and reducing barriers to adequate fibre consumption.
In 2025, General Mills relaunched their fibre education campaign, “Going Against the Grain”, leveraging significant but under-utilised media interest in dietary fibre.
Since 2023, we have been developing a fibre campaign aimed to educate UK consumers on the health benefits of fibre, close knowledge gaps and address barriers to adequate fibre consumption. A consumer survey quantified the UK population’s fibre knowledge and identified some of the challenges consumers face in meeting recommended levels of dietary fibre. The resulting 2024 report consolidated and analysed the results and shared guidance as to how consumers could overcome barriers, the health benefits of fibre and tips to getting enough in their diet. The campaign findings were disseminated through various mainstream media channels for maximum reach.
In 2025, General Mills revisited the project to continue raising awareness. The campaign retained the same objective and structure: a consumer survey to identify key knowledge gaps; expert input from a registered dietitian, leveraging the latest scientific evidence and consumer insights; and a robust media strategy via a health media agency to ensure widespread dissemination of key messages. In 2025, General Mills increased the focus on the benefits of fibre for weight management and satiety, to reflect growing interest in this area.
The relaunched campaign resonated strongly, with a highly engaged response and reach of over 54 billion across national, regional, lifestyle and consumer media. After three years of consistent work highlighting fibre’s crucial role in supporting health, the message is cutting through to the public. Awareness is increasing, and ‘fibremaxxing’ is now a social media trend. This organic adoption and amplification of fibre's importance by a new generation online highlights the value of such work, demonstrating that foundational educational work can support the transformation of a scientific concept into a culturally relevant and sought-after health practice.