IN Brief:
- UK adults’ fibre intake remains well below the 30g-per-day recommendation, with uptake concentrated among a small minority.
- New pledges focus on reformulation, on-pack signposting, and clearer navigation of higher-fibre choices in-store.
- Retailer-led labelling and brand-level tracking are set to widen the data trail on fibre delivery.
Aldi, Danone North Europe, and Eat Natural have joined the Food and Drink Federation’s Action on Fibre initiative, adding a major UK retailer and two branded manufacturers to a programme intended to lift fibre consumption towards the government’s recommended 30g per day. The federation said only 4% of adults currently hit that level, and that awareness of the 30g target remains low.
Aldi’s commitments focus on own-label reformulation and shopper navigation. The retailer said it will increase fibre in selected products, develop new lines positioned as a “source of fibre” or “high in fibre”, and extend a dedicated “high in fibre” logo across eligible items. Aldi also plans a high-fibre recipe page, with QR code access via in-store leaflets and promotion across its social channels.
Liz Fox, National Sustainability Director, Aldi UK, said, “We know that choosing foods that are high in fibre can sometimes feel confusing, which is why we’re introducing clear on-pack logos to help customers spot high-fibre options more easily while shopping.”
Danone North Europe, which owns brands including Actimel, Activia, and Alpro, has pledged to increase the prominence of fibre labelling and to run communication activity aimed at nudging consumers towards products positioned around fibre. The company also said it will track and report fibre delivered through new and existing products, bringing measurement into a category that often treats fibre as a secondary attribute outside cereals and bakery.
Eat Natural said it will add fibre-focused messaging across its fruit and nut bars, soft fruit bars, and granolas, with a view to steering shoppers towards fibre-led choices at shelf. The approach sits squarely in the high-turnover end of ambient snacking, where small changes in packaging cues can shift mix quickly, but also increases the burden on artwork control as claims, ingredient lists, and allergen statements evolve.
Kate Halliwell, Chief Scientific Officer, the Food and Drink Federation, said, “As we mark ‘Fibre February’, we’re thrilled to announce that three food businesses have joined us on our mission to support the nation’s health by helping more people increase the fibre in their diets.”
The federation said Action on Fibre participants have introduced 400 higher-fibre products since the initiative began in 2021, and that members have helped add 1.5 billion portions of fibre to the nation’s plates. Aldi becomes the second retailer to join, alongside a manufacturer cohort that includes names such as KP Snacks, Warburtons, and Tate & Lyle, as the initiative leans increasingly on scale players that can move both formulation and shopper behaviour.
