National retailer, Aldi, and food brands Danone North Europe and Eat Natural are the latest businesses to join the Food and Drink Federation’s (FDF) Action on Fibre initiative, which aims to bridge the gap between the UK’s fibre intake and the government’s recommended 30g of fibre – currently only achieved by 4% of adults.
Recognising the crucial role that increasing fibre intake has in supporting the nation’s health, each brand has made pledges to help customers increase the fibre in their diets.
As part of its pledge to help customers increase fibre in their diets, Aldi will boost fibre content of a number of its own-brand products, while also developing new products that are a source of, or high in fibre. Aldi will also make it easier for shoppers to identify suitable options in store through the rollout of a clear high-in-fibre logo across its range. This will be supported by the launch of a dedicated high-fibre recipe page on its website, featuring meals developed with fibre as the key focus, which shoppers can access via a QR code on in-store leaflets and across Aldi’s social media channels.
Danone North Europe, which owns dairy and plant-based brands including Actimel, Activia and Alpro, has committed to encouraging shoppers to eat more fibre, through more prominent on-pack labelling and communication initiatives, like influencer partnerships to raise awareness of the importance of fibre in diets. It will also track and report on the fibre delivered through new and existing products.
Eat Natural has pledged to include fibre messages on its range on its range of fruit and nut bars, soft fruit bars and granolas to help encourage consumers to make fibre-led choices when shopping, to support a balanced lifestyle.
Aldi is the second retailer to join Action on Fibre, pledging to boost fibre content across their portfolio and raise awareness by adding their new high in fibre logo to applicable products. Meanwhile, Danone and Eat Natural join the cohort of 24 food manufacturers who have also pledged to support the nation in increasing their fibre intake including KP Snacks, Warburtons, Tate & Lyle and more.
Last year, the Food and Drink Federation revealed that only 7% of people know they should be getting 30g of fibre a day, meaning millions could be missing out on potential health benefits including improved digestive health and reduced risk of bowel disease.
Action on Fibre members have brought 400 new higher fibre products to supermarket shelves since the initiative began in 2021. As a result, the campaign has helped add 1.5 billion portions of fibre to the nation’s plate.
Kate Halliwell, Chief Scientific Officer, The Food and Drink Federation (FDF), said:
“As we mark ‘Fibre February’, we’re thrilled to announce that three food businesses have joined us on our mission to support the nation’s health by helping more people increase the fibre in their diets. Fibre has a range of important health benefits, from reducing our risk of diabetes, to improving our digestive and heart health. That’s why we’re committed to working with organisations across the food supply chain to make it simpler for people to hit the recommended 30g of fibre a day.
“Last year alone, Action on Fibre helped add the equivalent of 88 million bowls of Bran Flakes to shop shelves, and with Aldi, Danone North Europe and Eat Natural on board, we know we’ll be able to achieve even more.”
Liz Fox, National Sustainability Director, Aldi UK, said:
“We know that choosing foods that are high in fibre can sometimes feel confusing, which is why we’re introducing clear on-pack logos to help customers spot high-fibre options more easily while shopping.
“By working with the Food and Drink Federation’s Action on Fibre initiative and rolling this out across more of our own-brand range over time, we’re making it simpler for customers to build more fibre into their everyday meals without compromising on quality or value.”
Niamh Brannelly, Head of Nutrition and Science Communication UKI, Danone North Europe said:
“At Danone, our mission is to deliver health through food to as many people as possible, and addressing the fibre gap is an important part of that ambition. Fibre intake remains below recommended levels for much of the population, despite strong evidence linking higher intake to better long-term health.
You Might Also Like:
“By joining the Food and Drink Federation’s Action on Fibre initiative, we’re reaffirming our commitment to raising awareness of healthier, balanced food choices through clear and accessible communication. This includes highlighting fibre across our dairy and plant‑based ranges, using on‑pack messaging and consumer education to support healthier dietary patterns. We believe collaboration across the food system is essential to improving public health.”
Rachel Jaccarini, Marketing Director, Ferrero UK Functional Snacks, said:
“We are delighted to join the Action on Fibre initiative and play our part in supporting fibre‑led choices as part of a balanced lifestyle. With a wide array of choice for our consumers, from our fruit and nut bars to our soft fruit bars and granolas, Eat Natural is proud to make delicious products with simple ingredients that naturally provide a source of fibre.”
