Fibre: The functional advantage hiding in plain sight?\” />
Working with food manufacturers and retailers gives most ingredient suppliers a glimpse into what consumers want and where the next untapped opportunities lie in terms of new product development.
Lately, there have been a lot more conversations about a nutrient that’s often already present in products, but for some reason is taking a backseat to other claims, including protein: fibre.
Fibre is a type of carbohydrate found in plant-based foods that the body cannot digest. It is important for maintaining a healthy digestive system, preventing constipation, and may help with weight management and reducing the risk of certain diseases. High-fibre foods include fruits, vegetables, whole grains, legumes, nuts, and seeds.
ACI Group recently partnered with GoodMills Innovation, undertaking an extensive audit of hundreds of products launched in the bakery and desserts category between January 2021 and April 2025.
The results revealed a trend: while protein continues to dominate on-pack claims, fibre has marginally outpaced it in product launches, with 194 ‘Source of Fibre’ or ‘High Fibre’ launches compared to 183 ‘High Protein’ launches over the past five years.
However, budget retailers and their baked goods suppliers are notably lagging in embracing and communicating the strong growth of fibre in product launches.
This development is boosted by high-profile campaigns such as Denmark’s Danish Whole Grain Partnership, which aims to reposition fibre as a versatile, functional ingredient that can offer branded products, whether budget or high-end, real health credibility and technical advantages. It is also being supported by retailers such as Lidl GB which understands the opportunities fibre claims can bring to the table.
Earlier this year, Lidl GB set new targets to boost public fibre intake, aiming to increase the total fibre sold by 20% by 2026 and ensure wholegrains make up 25% of all grain-based products by 2030.
But translating these goals into visible, on-shelf impact remains a work in progress. A walk down the aisles of a German-owned discount supermarket reveals that while some baked goods already contain over 6g of fibre per 100g (enough to qualify for a high-fibre claim), this often goes unlabelled.
Despite featuring ingredients like wheat and barley flakes, others narrowly miss the threshold, pointing to the untapped potential for simple reformulation and clearer front-of-pack messaging.
Fibre: a quiet renaissance
The benefits of fibre in food and beverage products, while underreported, are fast becoming compelling, with strong clinical validation for several health benefits, including gut health. Fibre can also assist in regulating blood sugar, promoting satiety, and contributing to heart health.
Fibre is flexible
What makes fibre useful from a food development point of view is how functional it is during processing. Soluble fibres like chicory root or inulin can help with sugar reduction, texture, and moisture retention, while insoluble fibres can add structure and improve bulk. Some fibres even enhance shelf life by reducing water activity. So, fibre is not just about adding a healthy ingredient, it’s about upping performance.
