The bread industry is to shine a spotlight on the role its products can play in providing fibre as part of a month-long consumer-facing campaign called Fibre February.
Organised by the Flour Advisory Bureau (FAB), which is part of the National Association of British and Irish Millers (Nabim), funded by UK flour millers, the campaign will incorporate a wide range of activities from recipe development to social media promotion.
These are designed to highlight the benefits of fibre – such as helping to keep the digestive system moving, contributing to healthy cholesterol levels and promoting healthy gut bacteria.
“Bread is an important source of fibre, so this is a campaign the whole industry can get behind. We will be producing a ‘How to get involved guide’ and there will be plenty of content for supporters to share using the #FibreFebruary,” said Alex Waugh, director general of Nabim and FAB.
According to the government’s National Diet and Nutrition Survey, which was updated in March 2018, only 4% of women and 13% of men eat the recommended 30g of fibre a day.
Just last week Tesco announced it had boosted the fibre content in a range of its own-label bakery items, including sausage rolls, pies and chilled garlic bread.