Fibremaxxing: Is Fibre is the New Protein?
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"Fibre will be the next protein." When PepsiCo's CEO made that prediction in late 2025, it signalled a shift that food manufacturers across Europe have been watching closely. The social media trend "fibremaxxing" (strategically maximising daily fibre intake) has moved from TikTok to mainstream health conversations, and major brands are responding with reformulated products across every category.
For UK food manufacturers, the timing couldn't be more relevant. Only 4% of UK adults currently meet the recommended 30g daily fibre intake, according to the latest National Diet and Nutrition Survey (2019-2023). That gap between what consumers need and what they're getting represents one of the biggest reformulation opportunities in years.
Why Fibre, Why Now?
The fibremaxxing trend didn't emerge from nowhere. Growing awareness of gut health, and the gut-brain connection in particular, has pushed digestive wellness to the forefront of consumer priorities. Research into the microbiome continues to reveal fibre's role far beyond digestion: immune function, blood glucose regulation, mood, and even cognitive performance.
Mintel reports that fibre-rich diets were mentioned in over 37,000 online conversations in 2025, representing 9% year-on-year growth. Interest in the gut-brain axis has surged 71%, while "improves mood" emerged as a key focus with a 30% increase in consumer interest. The hashtag #GuTok reached over a billion views on TikTok in January 2025 alone.
What sets this trend apart from previous health fads is its evolution toward what experts call "smart fibremaxxing", focusing on fibre diversity rather than simply hitting arbitrary numbers. Different plant fibres feed different bacterial species in the gut, and a diverse microbiome correlates with better health outcomes. This shift from "more is better" to "variety matters" creates opportunities for products featuring multiple fibre sources.
The UK Fibre Gap
The scale of the UK's fibre deficit is striking. The Scientific Advisory Committee on Nutrition recommends 30g of fibre daily for adults, yet average intake hovers around 18-20g. This shortfall has remained stubbornly consistent despite years of public health messaging. Research from the Food Foundation suggests 96% of UK adults fail to meet the target.
The problem spans all age groups. Children aged 11-18 average just 15.2g daily against a recommendation of 25g. Even health-conscious consumers struggle to hit targets through whole foods alone. Dietary modelling suggests meeting the 30g recommendation requires roughly eight portions of fruit and vegetables daily, plus wholegrain options at every meal.
This persistent gap explains why reformulation and fortification have become central to industry strategy. The Food and Drink Federation's Action on Fibre campaign, launched in 2021, has helped deliver an estimated 7.2 billion additional servings of fibre to the UK population through product reformulation.
Regulatory Tailwinds
The January 2026 HFSS advertising restrictions have accelerated reformulation efforts across the industry. Products classified as high in fat, sugar, or salt now face a 9pm television watershed and a complete ban on paid online advertising. Volume-based promotions like "buy one get one free" are also prohibited for non-compliant products.
Fibre plays a strategic role in the nutrient profiling model that determines HFSS classification. Products can earn points for fibre content, potentially shifting a borderline product into compliance. This regulatory framework has pushed brands from Mr Kipling to Doritos to launch reformulated versions of core products, many incorporating increased fibre alongside reduced sugar.
The updated Nutrient Profiling Model 2018, now published, places even greater emphasis on fibre, creating further incentive for manufacturers to prioritise fibre-rich formulations.
From Trend to Shelf: What's Working in the UK
The past 18 months have seen fibre move beyond traditional categories into unexpected territory. Müller's acquisition of Biotiful Gut Health for around £115 million in early 2025 signalled the scale of opportunity in functional gut health. Biotiful, which commands roughly 70% of the UK kefir market, has expanded into fibre-rich formats including Meal Booster powders combining live cultures with prebiotic fibre, oats, fruits, and seeds.
Tesco doubled its Biotiful range from seven to 15 SKUs in mid-2025 as part of its "Destination Health" strategy, creating dedicated kefir bays in stores. Sainsbury's had previously established "gut health hotspots" in over 100 stores.
In the snacking space, the UK market is responding decisively. TREK's Biscoff Protein Flapjack, combining 9g plant-based protein with fibre from wholegrain oats, generated £3.9 million in sales and became the top Cereal & Sports Nutrition Bar launch of 2024. Fibre One's 90 Calorie range, one of the UK's leading diet management brands with £25 million in sales value, recently expanded with non-HFSS compliant SKUs including Crispy Choc Squares and reformulated Cookies and Cream Drizzle Squares. Both contain 50% less sugar while maintaining high fibre content.
M&S invested significantly in more than 40 new and reinvented healthy snacking lines across nuts, dried fruit, seeds, and pulses in 2025. Ocado's data shows year-on-year search increases of 82% for Forest Feast products and 47% for snacking nuts.
Prebiotic sodas represent perhaps the most dramatic category disruption. UK brands Hip Pop, Fhirst, Living Things, and XOXO have established the category domestically, while Poppi launched in Tesco and Pret in early 2026, distributed by Carlsberg Britvic.
What unites successful launches is their approach to fibre as an enabler of indulgence rather than a trade-off against it. Products that deliver fibre alongside great taste and texture are outperforming those positioned purely on health credentials.
Ingredient Solutions for Fibre Fortification
For manufacturers looking to boost fibre content, ingredient selection matters enormously, both for nutritional profile and label appeal.
Seeds offer some of the most concentrated natural fibre sources available. Chia seeds deliver around 34g of fibre per 100g, alongside omega-3 fatty acids and complete protein. Their ability to absorb liquid and form a gel makes them particularly valuable in beverages, yoghurts, and puddings. Flaxseeds provide similar fibre density with proven benefits for cholesterol and blood pressure management. Hemp seeds add protein alongside fibre, appealing to flexitarian and plant-based consumers.
IQF fruits contribute both soluble and insoluble fibre while supporting clean label positioning. Berries are particularly fibre-dense: raspberries provide around 6.5g per 100g. Blackcurrants, cherries, and tropical fruits all offer meaningful fibre contributions alongside natural colour and flavour.
Fruit and vegetable purees offer another route to fibre fortification, particularly for beverages, smoothies, baby food, sauces, and desserts. Purees retain the fibre content of whole fruits and vegetables in a format that integrates seamlessly into liquid and semi-liquid applications.
IQF vegetables provide versatile fibre fortification options for savoury applications. Peas, sweetcorn, carrots, and leafy greens like kale and spinach can boost fibre content in ready meals, soups, and sauces without requiring synthetic additives.
Nuts and nut flours deliver fibre alongside protein and healthy fats. Almond flour, including defatted versions for reduced-fat applications, provides around 10g of fibre per 100g. Peanut flour offers similar benefits with a distinctive flavour profile suited to Asian-inspired dishes, smoothies, and protein products.
The key advantage of whole-food fibre sources is their matrix of complementary nutrients and phytochemicals. Research suggests naturally occurring fibre in foods is more beneficial for gut health than isolated fibre additives, partly because of this matrix effect.
Looking Ahead
Mintel predicts that by 2030, fibre will be recognised as a "nutritional defence" against emerging health concerns including microplastic exposure. Whether that specific prediction holds, the broader trajectory is clear: fibre is transitioning from a niche concern of older consumers to a mainstream priority across demographics.
The UK snack bar market alone is projected to grow from £1.66 billion in 2025 to £2.42 billion by 2030, with fibre-enriched products driving much of that expansion. "Healthy snacking" sales jumped 39% in 2023 compared to 2022, and consumer preferences for high-protein, high-fibre, and natural ingredients show no sign of slowing.
The opportunity for UK manufacturers lies in meeting this demand through products that make fibre intake effortless and enjoyable. Reformulating existing lines to boost fibre content, developing new products around high-fibre ingredients, and positioning fibre as an enabler of guilt-free indulgence all represent viable strategies.
Uren's NPD team works with manufacturers across categories to incorporate fibre-rich ingredients, from IQF fruits and vegetables to seeds, nuts, and natural flavours, into products that deliver on both nutrition and taste. Whether you're reformulating for HFSS compliance or developing new lines to capture the functional food opportunity, we can help you navigate the fibre landscape.
Get in touch to discuss how our ingredient solutions can support your fibre-forward NPD.
