England’s semi‑final run has been built on consistency and strategic refinement. The fibre story mirrors that mindset.

Manufacturers have launched 500 new or reformulated high‑fibre products, including Ryvita’s Snack It range, Kingsmill’s fibre‑boosted Tiger loaf and Activia’s expanded granola yogurt pots. In 2025 alone, brands delivered 130 million portions of fibre through 100 new launches.

Kate Halliwell, chief scientific officer at the FDF, said: “Fibre is a powerhouse in terms of its potential health benefits and it’s brilliant to see the range and scale of change that food and drink manufacturers have made.”

It’s the kind of steady progress England fans hope to see replicated on the pitch.

Fibre goes mainstream

Only 4% of adults meet the recommended 30g of fibre per day, and just 7% are aware of the guideline. That gap has pushed fibre into the spotlight as a strategic reformulation priority. Producers are embedding fibre into everyday formats — bakery, snacks, yogurts and ready meals — making gut‑friendly choices more accessible.

Retailers are amplifying the trend. Lidl has nearly doubled wholegrain sales through monthly discounts, while Aldi is pushing recipe inspiration and practical meal ideas. Boursin has reached 1.4 million consumers with fibre‑focused content.

This is sector mobilisation at scale — not unlike the way the country rallies behind England during tournament season.

Policy tension

Despite industry momentum, proposed changes to the Nutrient Profiling Model (NPM) could restrict advertising and promotion of many high‑fibre, nutrient‑rich products. Halliwell warned: “Imposing advertising and promotion restrictions on many of these healthier choices seems counter‑intuitive and risks them disappearing from shelves.”

The FDF instead advocates mandatory reporting of healthier food sales, arguing it would incentivise further innovation.

Whether England reach the final or not, the fibre story shows what can be achieved when multiple players — manufacturers, retailers, influencers and policymakers — work toward a shared national goal.

• Rodney Jack, editor, Food & Drink Technology. Keep in touch via email: [email protected] X: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.