Over 20 food and drink brands have backed the Action on Fibre initiative by the Food and Drink Federation (FDF), pledging their support to increase the amount of fibre in consumer’s diets.
The initiative aims to bridge the gap between fibre intakes and the dietary recommendation by making higher fibre diets more appealing, normal and easy for the population.
A survey commissioned by the FDF has found that only 33 per cent of the population are aware of the recommended average amount of 30g per day for adults, and 70 per cent are unsure as to whether they achieve this in their diet.
With companies increasing the fibre in the foods they sell, FDF said it will become increasingly easy for people to make positive dietary changes.
“We are delighted to see so many FDF members pledge their support to Action on Fibre. These innovative companies are ensuring consumers are offered a wide range of higher fibre food products and to raise awareness of this important and often ignored nutrient,” Kate Halliwell, the FDF’s chief scientific officer, said.
FDF added that the organisation has worked with food manufacturers large and small to support them in making a wide range of commitments: from launching new higher fibre products to supporting public awareness campaigns to nudging people to higher fibre options in the supermarkets.
The signatories to the initiative include: Cereal Partners Worldwide UK; Quorn; Allied Bakeries which owns Kingsmill, Allinson’s and Bὒrgen brands; Kellogg’s; KP Snacks; Nomad Foods through its UK brands Birds Eye, Aunt Bessie’s and Goodfella’s; Warburtons, Weetabix Food Company; Elephant Atta (Westmill Foods), Jordans, Dorset, Ryvita; General Mills; pladis; Dr Schär; Innocent; Nestlé UK; Jacksons Bakery; Premier Foods; Daymer Ingredients Limited; Graze; Tate & Lyle; and AB Mauri, part of Associated British Foods.
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