The Food and Drink Federation (FDF), has launched Action on Fibre to help UK consumers boost their fiber intake. The project is coined a “proactive industry initiative” supported by the FDF’s members and food brands, launching as part of the organization’s annual Celebrating Food and Nutrition Week.

As part of this, food and beverage companies have signed up to a wide range of pledges from highlighting higher fiber options on product packaging, to launching new products that are higher in fiber.

“Fiber plays an essential role in the diet and currently the UK’s population, on average, do not consume enough fiber in their diets,” comments FDF chief scientific officer, Kate Halliwell.

“Our survey, commissioned by Censuswide, clearly highlights the need for further action to increase fiber intakes, and for greater awareness of how we can consume more fiber as well as the benefits this brings.”

“The pledges themselves are broad ranging, and will help to offer consumers more convenient, diverse options to increase their intakes.”

A fiber dearth
Overall, it has been found that the UK’s top ten food companies have made limited changes to the healthiness of their products in response to Public Health England’s (PHE) voluntary reformulation targets, with the exception of sugar reduction in soft drinks.

The FDF stresses that only one in three (33 percent) surveyed are aware of the recommended adult amount of 30 g per day, and 70 percent were unsure as to whether they achieve this in their diet or stated they don’t meet the daily recommendation.

This aligns with dietary survey data that shows that only 9 percent of adults currently meet the dietary recommendation.

“Average fiber intakes across all sections of the population have been low for many years despite the well documented health benefits of fiber,” says professor Judy Buttriss, director general at the British Nutrition Foundation.

“This gap-bridging initiative is a welcome boost to ongoing efforts encouraging improvement - higher fiber choices need to be easy and appetizing options.”

NutritionInsight recently explored new advancements in fiber with experts from BioLumen, JRS Food Ingredients, Nexira and Sensus.