Organic food supplier Biona is launching a “Rye January” campaign which encourages consumers to ditch ultra-processed sliced bread. As part of the campaign, Biona has also carried out research which revealed 73 per cent of UK consumers are unable to identify the 10 most common additives and preservatives found in their daily bread.
The campaign highlights the growing concern that one of Britain’s most-eaten foods is also one of its most ultra-processed. Biona’s Rye January challenge encourages everyone to swap their usual bread for traditional rye bread throughout January and share their experiences online. This simple swap could make a measurable difference, as studies have shown that rye bread improves blood sugar control, reduces cholesterol by up to 14 per cent, and keeps people fuller for longer thanks to its high-fibre, low-GI profile. Participants are encouraged to track their energy levels, digestion, and hunger patterns.
Rye bread, part of the sourdough family, is growing in popularity with 29 per cent of UK consumers having tried it. Biona’s organic Rye Bread is made with simple ingredients: wholegrain rye meal, natural sourdough, and sea salt, and is a fibre rich, sliced loaf. It maintains its natural freshness without the use of artificial additives, preservatives, wheat, yeast, sugar or chemical pesticides, perfect for customers looking for healthier, more natural bakery products.
“We’re delighted to be launching our first ever 'Rye January’ campaign and encourage everyone to give it a try," said Carmen Ferguson, Brand Manager at Biona’s parent company Windmill Organics. "We know many UK consumers are now concerned about the levels of additives and preservatives in their daily sliced loaf and the potential impact that can have on their health.”