Warburtons has axed the Fibre Fix range it launched earlier this year, although it maintains that fibre is still a “key priority”.
The two-strong range comprised a loaf that delivered 4g of fibre per slice and a rolls that contained 6g of fibre each, both featuring a seed and grain blend alongside wheat bran.
In a statement shared with British Baker, Warburtons said it recognised the role bakery plays in providing fibre in the nation’s diet, adding that it knew consumers are becoming more aware of the need to increase their fibre intake.
“However, we have found that products already in their bakery repertoire, such as our Protein range, which are also high in fibre, are more likely to be chosen as a way of getting more fibre in their diet,” said a spokesperson.
Warburtons first introduced its Protein range in 2016, which has since evolved into its current line-up of bagels, thin bagels, soft pittas, flatbreads, and the Protein Power loaf (500g). The latter product includes a ‘High Fibre’ claim on packaging as it not only contains almost 16g of protein per 100g, but also 6.9g of fibre.
According to guidance from the British Nutritional Foundation, a food product can put ‘high in fibre’ in its labelling if it has at least 6g of fibre per 100g, while a ‘source of fibre’ claim can be used for items with over 3g of fibre per 100g. The recommended daily intake for an adult is 30g of fibre, with the current UK average at around 19g.
“Fibre remains a key priority for Warburtons, as we recognise the role we play in closing the UK’s fibre gap,” added the spokesperson. “This means looking at how we make more of our existing ranges offer more fibre, while also innovating to launch new high fibre products to market.”
Amongst a raft of innovation from Warburtons in the Spring was a Seven Seeds loaf (800g) featuring toasted linseeds and sunflowers as well as pumpkin, millet, poppy, chia and sesame seeds. This blend offers 5.5g of fibre and 10.7g of protein per 100g, with a ‘Source of Fibre’ claim displayed on pack.
Other brands unveiling nutrient-rich lines in recent months include Jason’s Sourdough with its new Seeded Fibre Loaf and Every Day Seeded Fibre Rolls, Biona with a trio of new sliced organic loaves, and Abel & Cole with its new 30 Plants Diversity Bread.
In June, Sainsbury’s added ‘High in Fibre’ claims to packaging of more than 500 products on its own-label range, including on loaves, rolls, baguettes, flatbreads, and wraps.
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