- Publication date: Wednesday 27 August 2025
- Editorial submissions deadline: Wednesday 6 August 2025
- Editorial contact: amy.north@wrbm.com
Bakery is bulking up. Protein and fibre are increasingly important claims in the bakery sector as manufacturers look to help the nation meet their dietary goals.
This feature will explore why these claims are gaining traction, what ingredients firms are using to boost their protein and fibre content and take a closer look at the new products launched as a result. It will also investigate how this is faring amidst the UPF and clean label discussions.
Key questions this article will explore are:
- Protein and fibre are becoming increasingly common claims on baked goods. Why is this?
- What ingredients are manufacturers utilising to help boost these nutrients in their products?
- What NPD has been launched as a result of the above?
- What other health cues are consumers looking for from the bakery aisles?
- How are the UPF and clean label discussions, as well as the forthcoming HFSS legislation, influencing bakery NPD and reformulation?
- What does health mean to consumers in 2025? How does this differ between the types of products they are buying or where they are buying from? For example, sweet vs savoury, supermarket vs out of home etc?
- Where does health rank in consumer priorities when it comes to bakery?
- How are manufacturers and their suppliers meeting the ever-changing needs of consumers?
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