In response to concerns about low fibre consumption in the UK, Sainsbury’s has launched its Full on Fibre campaign, featuring a front-of-pack logo across more than 500 products. The logo highlights naturally fibre-rich foods such as beans, fruits, vegetables, pulses and wholegrains, helping customers make informed choices while shopping.
In response to concerns about low fibre consumption in the UK, Sainsburys has launched its Full on Fibre campaign, featuring a front-of-pack logo across more than 500 products. The logo highlights naturally fibre-rich foods such as beans, fruits, vegetables, pulses and wholegrains, helping customers make informed choices while shopping.
The campaign is designed to address the significant gap between the recommended fibre intake. While adults are advised to consume around 30 grams of fibre each day, average consumption remains just over half this amount. To encourage healthier eating habits, Sainsburys has also developed product inspiration across breakfast, lunch, dinner and snacks, highlighting simple swaps and additions that can help boost fibre intake throughout the day.
The initiative reflects a broader shift towards making nutrition information more accessible and actionable for consumers. By simplifying product identification and providing practical solutions, Sainsburys is positioning fibre as a key nutrient of focus, much like the protein trend that has dominated retail recently.
The conversation around fibre is equally relevant in Australia. According to the 2022–23 National Health Survey, fewer than 20 per cent of Australian adults meet the recommended daily fibre intake. This is due to increasing consumption of ultra-processed and convenience foods, which tend to contain lower levels of naturally occurring fibre. As a result, fibre-rich foods such as wholegrains, legumes, fruits and vegetables have become less prominent in many Australians’ diets. With fibre intake remaining a challenge for many Australians, similar approaches could play an important role in supporting public health outcomes and improving dietary quality nationwide.
Initiatives such as Sainsburys Full on Fibre campaign demonstrate how clear front-of-pack messaging can help guide healthier choices and encourage nutrient-rich purchasing behaviours. Our food compliance services support businesses substantiating nutrition content claims and ensuring labels align with current legislation and industry standards. Whether launching a new product, updating packaging, or responding to emerging nutrition trends, our team can help minimise compliance risks while enabling confident and effective communication of product benefits to consumers.
