Action on Fibre

DIETARY REQUIREMENTS: FOOD AND DRINK FEDERATION

Food and drink industry aims to boost consumer intake of fibre

Some of the UK’s best-known food and drink companies have signed up to a range of pledges on fibre.

The Food and Drink Federation (FDF) has launched a new initiative to help people boost their fibre intake as part of its new Celebrating Food and Nutrition Week.

Action on Fibre sees some of the UK’s best-known food and drink companies sign up to a wide range of pledges from highlighting higher fibre options on product packaging, to launching new products that are higher in fibre.

Companies getting involved include Allison’s, Aunt Bessie’s, Birds Eye, Dorset Cereals, General Mills, Goodfella’s, Innocent, Jordans, Kellogg’s, Kingsmill, KP Snacks, Nestle, Pladis, Premier Foods, Ryvita, Quorn, Warburtons and Weetabix.

A recent FDF survey found that only 33% of people are aware of the recommended adult amount of 30g of fibre per day and 70% were unsure whether they achieved this in their diet or stated they didn’t meet the daily recommendation. This aligns with dietary survey data which shows that only 9% of adults currently meet the dietary recommendation.

Only 33% of people are aware of the recommended adult amount of 30g of fibre per day and 70% were unsure whether they achieved this in their diet

Action on Fibre aims to help bridge the gap between fibre intakes and the dietary recommendation by making higher fibre diets more appealing, normal and easy for the population.

The FDF’s Chief Scientific Officer, Kate Halliwell, said: “It is brilliant that so many of the FDF’s members have signed up to Action on Fibre and we are excited to see their progress. The pledges themselves are broad ranging, and will help to offer consumers more convenient, diverse options to increase their intakes.”

Professor Judy Buttriss, Director General at the British Nutrition Foundation, said that average fibre intakes across all sections of the population have been low for many years despite the well documented health benefits of fibre.

She added: “This gap-bridging initiative is a welcome boost to ongoing efforts encouraging improvement – higher fibre choices need to be easy and appetising options.”