Closing the fibre gap: ACI Group and GoodMills Innovation empower UK bakeries to own the fibre claim

Despite a surge in health-driven innovation across bakery, cereals, and plant-based products over the past five years, fibre remains one of the most underclaimed nutritional benefits on UK supermarket shelves. According to a recent market review conducted by ACI, a significant number of products (particularly in the bread and morning goods category) exceed the legal thresholds for "source of" or "high in" fibre claims but are failing to make them.

Partnering with GoodMills Innovation, ACI undertook an extensive audit of hundreds of products launched in the bakery and desserts category between January 2021 and April 2025. The results revealed a surprising 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 have notably lagged in embracing and communicating this fibre growth, or at the very least, they haven't kept pace with the wider market.

"Through our collaboration with GoodMills Innovation, we're equipping UK food businesses with innovative ingredient solutions, including oat husk fibre and functional wheat fibre blends," said Gareth Clark, Sales Director at ACI Group. "These solutions support improved nutritionals and enable more robust marketing aligned with current consumer priorities.

"Products containing more than 6g of fibre per 100g are eligible for a high-fibre claim on pack. If your product is nearing the 5g mark, we can help you bridge the gap with simple fortification solutions to unlock that claim potential."

Earlier this year, Lidl GB set ambitious 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. However, translating these goals into visible, on-shelf impact remains a work in progress. A walk down the aisles of either 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.

"ACI and GoodMills Innovation are addressing this disconnect with a comprehensive approach that includes reformulation guidance, labelling support, and fibre-forward product development," said Simon Hobler, Key Account Manager Europe at GoodMills Innovation. "Retailers have introduced a number of source-of-fibre and high-fibre SKUs in the past five years, yet the market opportunity remains far greater. In particular, the review notes that bakery, desserts, and cereals offer clear and immediate potential for reformulation or relabelling to meet fibre thresholds without sacrificing taste or shelf appeal."

The push comes at a time when global food trends are shifting decisively toward targeted health benefits. Precision wellness, digestive health and the microbiome, all key drivers in 2025 trend forecasts, are closely linked to increased fibre intake, yet brand messaging has not kept pace.

The fibre gap is not just a nutritional concern - it's a commercial opportunity. As consumers prioritise gut health, satiety, and sustainable plant-forward diets, fibre offers a claimable benefit with strong consumer relevance. The tools are ready for manufacturers and retailers willing to act, and the timing is now. ACI Group and GoodMills Innovation invite partners across the supply chain to join the movement and help bring fibre to the forefront of UK food marketing.

*New Source of Fibre (SOF) & Hight Fibre (HF) product launches between 2021-2025 in the bakery and desserts category. Data provided by Innova Market Insights