Over 20 food and drink brands have pledged their support to increase the amount of fibre in consumer’s diets after backing the Action on Fibre initiative launched by the Food and Drink Federation (FDF).

The FDF’s Action on Fibre 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.

From its survey with Censuswide, the FDF found that only 33% of the population are aware of the recommended average amount of 30g per day for adults, and 70% are unsure as to whether they achieve this in their diet.

Encouraging consumers to eat more of the things they are not having enough of is key to improving health. Some of the highest dietary risk factors are low consumption of whole grains, fruits, legumes, nuts, seeds and fibre. Aside from overall gut health, fibre also plays an important role in decreasing the risk of type 2 diabetes and heart disease.

We have 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. By increasing fibre in a range of foods, such as bread, breakfast cereals and plant milks it will make it easier for people to incorporate fibre into their diets.

Fibre February is a great opportunity to raise awareness of how important it is to increase fibre intakes. With companies also increasing the fibre in the foods they sell, it will become increasingly easy for people to make positive dietary changes.

The FDF’s Chief Scientific Officer, Kate Halliwell, said: “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.

“Fibre plays an essential role in the diet and currently the UK’s population, on average, does not consume enough fibre in their diets. Fibre February is a fantastic opportunity to raise awareness and improve the health of our nation.”

A full list of pledges by FDF members is available here.

To mark this year’s Fibre February, the FDF will be hosting a webinar to talk about the importance of innovation and communication to help bridge the fibre gap. Guest speakers will share exciting examples of innovation in the supply chain to increase fibre and explore how companies can build awareness among consumers.