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Food and drink industry launch new Action on Fibre initiative to boost consumer intake of fibre

13 September 2021

As part of its new, annual, Celebrating Food and Nutrition Week, the Food and Drink Federation (FDF), has launched a new initiative – Action on Fibre - to help people boost their fibre intake.

Action on Fibre is a proactive industry initiative, supported by many of the FDF’s members and well-loved brands. As part of this, food and drink companies have signed up to a wide range of pledges from highlighting higher fibre options on product packaging, to launching new products that are higher in fibre.


From its survey with Censuswide, the FDF found that only one in three (33%) surveyed are aware of the recommended adult amount of 30g per day, and 70% 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 which shows that only 9% of adults currently meet the dietary recommendation.

Action on Fibre aims to help bridge the gap between fibre intakes and the dietary recommendation by making higher fibre diets more appealing, normal and easy for the population.

Commenting on the launch of Action on Fibre, the FDF’s Chief Scientific Officer, Kate Halliwell, said:

“We are delighted to launch a new industry led initiative to bridge the gap in fibre intakes. Fibre plays an essential role in the diet and currently the UK’s population, on average, do not consume enough fibre in their diets.

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

“It is brilliant that so many of the FDF’s members have signed up to Action on Fibre and we are excited to see their progress. The pledges themselves are broad ranging, and will help to offer consumers more convenient, diverse options to increase their intakes.”

Professor Judy Buttriss, Director General at the British Nutrition Foundation, said:

“Average fibre intakes across all sections of the population have been low for many years despite the well documented health benefits of fibre. This gap-bridging initiative is a welcome boost to ongoing efforts encouraging improvement - higher fibre choices need to be easy and appetizing options.”  

For more information, please contact William Hanley, Senior Corporate Affairs Executive, on 07889 515927,

Notes for Editors

  1. The Food and Drink Federation (FDF) is the voice of the food and drink manufacturing industry – the UK’s largest manufacturing sector. For more information on the FDF and the industry we represent, visit
  2. In 2015 the government increased the dietary recommendation for fibre from 24g to 30g per day, but since then there has been very little change in the UK population intake. Currently only 9% of adults meet the recommended daily amount. Over the years government policy has focused on reducing the amount of fat, salt and sugar we consume, but there has been little action to increase foods and nutrients we need more of. The FDF and its members are committed to proactively bridge the gap with an industry led initiative. Our ‘Action on Fibre’ pledges introduce a range of commitments which our members have committed to in order to boost fibre intake.
  3. Full list of industry partners taking part in the initiative
  4. NHS How to get more fibre into your diet
  5. The research was conducted by Censuswide on behalf of FDF of 1,000 general consumers (Nationally Representative) between 03.06.2021 - 16.06.2021. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles.

Action on Fibre

Our members have pledged to take Action on Fibre and help bridge the gap between fibre intakes and the dietary recommendation.

Read more

All about Fibre

Action on Fibre signatories

Action on Fibre progress