Why fibre is becoming the nutrient everyone is talking about

Most adults in the UK are still falling short of recommended fibre intake. As interest in gut health grows, Linwoods is betting that making fibre easier to add to everyday meals could be part of the answer.

Protein has enjoyed years as the star of the supermarket health aisle. Now fibre is having its moment.

From gut health to the rather inelegantly named trend of “fibremaxxing”, consumers are paying greater attention to a part of the diet that has traditionally attracted rather less enthusiasm than protein shakes, supplements and superfoods.

The difficulty is that interest and intake are two rather different things.

UK adults are recommended to consume 30g of fibre a day, yet Linwoods Health Foods says average intake remains around 16g. The Northern Irish food company is attempting to close some of that gap with a new range designed to be added to foods people already eat rather than requiring a wholesale change in diet.

Its new Fibre Boost provides 8g of fibre in a 20g serving, combining milled chia, hemp and flaxseed with psyllium husk powder and apple fibre. A second product, Protein Boost, provides 10g of plant protein per serving using hemp and chia seeds alongside plant protein powders.

Both can be stirred into porridge, yoghurt and smoothies as well as savoury dishes.

The problem with eating more fibre

The appeal of fibre is hardly new, but the way it is being discussed has changed. Gut health has moved firmly into the mainstream and social media has given fibre its own wellness trend.

There is, however, a potential drawback to suddenly loading a diet with considerably more of it.

Linwoods warns that increasing fibre intake too quickly can leave people feeling bloated and uncomfortable. Its Fibre Boost has therefore been formulated to provide equal amounts of soluble and insoluble fibre, with 4g of each in a serving.

The company recommends beginning with less than the full 20g serving and gradually increasing the amount over one to two weeks. It also advises mixing the product into food or liquid rather than consuming it dry and drinking around 300ml of fluid with each serving.

Dr Amir Khan, the GP, author and television doctor who is an ambassador for Linwoods, visited the company's Armagh production facility to coincide with the launch.

“Fibre is an essential part of a healthy, balanced diet, yet the vast majority of adults in the UK aren’t getting enough of it,” he said.

“Small changes to our everyday eating habits can make a real difference and Linwoods new Boost range offers a simple, convenient way to add more fibre and protein to the foods we already enjoy. Healthy eating doesn’t have to mean completely changing your diet, it’s about making small, sustainable changes that work for you.”

Protein is not disappearing

If fibre is enjoying newfound attention, protein remains firmly embedded in the way consumers shop for food.

Protein Boost is Linwoods' response to that established demand, offering 10g of plant protein in each serving. Like its fibre counterpart, it is intended as an ingredient that can be incorporated into an existing meal rather than consumed as a separate shake or snack.

That simplicity is central to the company's strategy.

“We wanted to develop something that makes adding more fibre to everyday foods genuinely simple,” said Patrick Woods, managing director of Linwoods Health Foods.

“Fibre Boost does exactly that, while Protein Boost responds to demand from consumers looking for a convenient way to add more protein to their diet. Both are about making good nutrition easier to incorporate into everyday life.”

The launch comes during a period of expansion for the family owned company. Linwoods says its business grew by 22 per cent over the past year, marking its third consecutive year of growth.

The new products also have substantial supermarket distribution from launch, with the range available through Tesco, Waitrose, Morrisons, Holland & Barrett, Dunnes Stores, Whole Foods, Grape Tree, Ocado and Booths. Both products are gluten free and suitable for vegan and vegetarian diets.

For a health food industry accustomed to searching for the next fashionable ingredient, the growing fascination with fibre is slightly unusual. There is nothing particularly new about it.

What has changed is the attention being paid to getting enough of it. Linwoods is betting that consumers do not necessarily need another complicated diet to do so. They may simply need an easier way of adding more to the meals already on the table.