Warburtons has unveiled a new Fibre Fix range featuring a fibre-rich loaf and rolls.
The new Fibre Fix Loaf (rsp: £1.85, 500g) has a diverse seed and grain blend alongside wheat bran, with an average 50g slice providing 4g of fibre. Suitable for vegetarians and vegans, the bread includes brown linseed, red lentil, chia seed, sunflower seed, pumpkin seed, malted barley flour, sesame seed, hemp seed, and millet seed.
The Fibre Fix Rolls (rsp: £1.75, pack of four) are another versatile high-fibre option with a similar seed and grain blend and wheat bran offer. Delivering 6g of fibre per average 74g roll, they feature brown linseed, red lentil, chia seed, sunflower seed, pumpkin seed, malted barley flour, and hemp seed. Also suitable for vegetarians and vegans, the rolls are pre-sliced horizontally.
Warburtons latest launch is aimed at offering convenient, delicious solutions for consumers seeking to boost their daily fibre intake, it said.
The UK’s biggest bread brand noted that fibre plays a crucial role in digestive health. However, data from an online YouGov survey conducted on 2,084 UK adults last November highlighted a concerning ‘fibre gap’ with almost half the nation (44%) unaware of how much fibre they should be consuming daily, and 43% not confident that they’re eating enough.
The loaf and rolls also include added calcium which helps contribute to the normal function of digestive enzymes.
“At Warburtons, we are committed to making healthy eating easy and delicious for families across the UK,” commented Warburtons chairman Jonathan Warburton. “Our new Fibre Fix range offers consumers a great way to access high-fibre options. With almost half of Brits unsure about their daily fibre intake needs, we believe these new products will not only empower consumers to boost their fibre consumption but also provide a versatile and tasty addition to their diet.”
As highlighted in our Bakery Trends Report 2026, fibre along with macronutrient buddy protein are increasingly being seen in bakery NPD. For example, M&S recently rolled out its Super Seeded Oaty Sliced Bread that packs a whopping 11g of fibre per 100g.
In fact, fibre appears to be gaining favour over protein in the health trend driving bakery product innovation. Brace’s Bakery decided to drop the Protein loaves from its new 100% Ernest sourdough range after seeing sales struggle, and will instead look to develop a new fibre-rich variety.
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