The Fibre Fix: Why Everyone’s Talking Roughage

Welcome to this week's edition of GRATE!

For years protein has grabbed the headlines, but the real nutrient gap most of us face is fibre. UK government data show the average adult consumes just 18g of fibre a day—well short of the 30g target—and fewer than one-in-10 adults actually hit that goal. In Ireland the picture isn’t much better, with average intakes hovering around 19g and fewer than one-in-five adults meeting recommended levels. Beyond quantity, dietitians stress that our gut microbiome also thrives on variety—different sources of soluble, insoluble and resistant fibres that feed a diverse community of beneficial bacteria.

Brands are beginning to respond, weaving meaningful amounts of fibre into formats that look nothing like “health food.” This week we’re spotlighting five that caught our eye!

With such clever, crave-worthy products hitting shelves, could fibre be on track to unseat protein as the functional nutrient of the decade? Let’s dig in.  

As always enjoy the read and keep the fibre conversation going!

Annie x

P.S. It was great to be invited to speak at the Lidl Annual Supplier Conference and Sustainability Summit in the RDS this week. I shared some of the key trends & consumer behaviour changes and the opportunities that exist for suppliers now and in the future. It was lovely to see so many clients and readers of the newsletter in the audience.

Lidl Annual Supplier Conference and Sustainability Summit in the RDS

WHITNEY JOHNS INFUSED FIBER STRAWS

A standout innovation in the fibre space, the Healthy Extracts x Lelantos Fibre partnership is reimagining supplement delivery through infused fibre straws. This clever format embeds active ingredients—like prebiotics, probiotics, and metabolic compounds—directly into the straw, which dissolves when used with a beverage. It eliminates the need for pills, sweeteners, or fillers and turns everyday hydration into a simple wellness ritual. With launches like the Whitney Johns™ Gut Health Straw, this tech signals a new era for functional fibre intake—discreet, convenient, and designed for modern lifestyles.

TEFFIE – HIGH-FIBRE ANCIENT GRAIN SNACK

Teffie is redefining on-the-go snacking with its gluten-free, vegan Teffies, crafted from the nutrient-dense ancient grain teff, known for its high fibre, resistant starch, and complete protein profile. Each baked bite offers more fibre than a serving of prunes, supports gut health, and delivers sustained energy—without added sugar, emulsifiers, or allergens. With a growing presence in health-conscious venues and a mission to nourish through simple, whole-food ingredients, Teffie is a standout in the wellness snack space.

MILAF COLA – THE WORLDS FIRST DATE COLA

A fresh challenger in the soft drinks space, Milaf Cola is the world’s first date-based cola—and it's just landed in the UK. Made in Saudi Arabia and backed by the Public Investment Fund, Milaf redefines soda with a naturally sweet, classic cola profile powered by nutrient-rich dates. It contains no refined sugar, preservatives, or artificial additives, setting a new standard for guilt-free refreshment. With natural fibre, potassium, and magnesium in every sip, Milaf offers a superfood twist on an iconic format—meeting rising demand for functional, cleaner-label soft drinks. Its launch through Amazon and select UK partners, including fast-growing franchise Cheat Meals, marks the start of a new wave in health-conscious indulgence.

OLIPOP – THE GUT-LOVING SODA ALTERNATIVE

OLIPOP is leading the charge in functional fizzy drinks with its prebiotic soda—a refreshingly nostalgic beverage that’s low in sugar, high in fibre, and designed to support digestive health. Each can contains 9g of plant-based fibre, sourced from chicory root, cassava, and Jerusalem artichoke, helping consumers reach their daily fibre goals without sacrificing flavour. With mainstream appeal and science-backed credentials, OLIPOP is a game-changer for the soda aisle.

ROOTLES – THE VEG-BOOSTED CHOCOLATE SNACK

Rootles reimagines the indulgent snack bar by blending vegetables and fibre into each bite—think sweet potato, carrot and chicory root wrapped in Belgian chocolate. Each bar contains 35% less sugar than standard biscuits and provides a stealthy fibre boost, appealing to parents and health-conscious snackers alike. It’s a smart treat that proves better-for-you doesn’t have to mean boring.