Unlocking fibre’s potential: A strategic asset for health-forward formulation and brand growth

Most consumers are familiar with “high protein” or “no added sugar” as part of effective front-of-pack messaging.

As the science and clinical validation around fibre and functional ingredients grow, front-of-pack claims will evolve even further, effectively becoming a shorthand for lifestyle alignment and perceived health benefits. In addition, as precision wellness, microbiome health, and clean label reformulations continue to rise, fibre is ideally positioned to become the biggest food ingredient trend and to take its rightful place in on-pack claims.

Although the functional benefits of fibre are well-documented, and with consumer interest rising, an interesting dichotomy emerges. Food and beverage brands in the UK and Europe often fail to capitalise on the legal ability to claim fibre content, despite products being eligible to do so. And this means that if your brand’s product isn’t claiming its high fibre content, another brand will.

A new frontier in on-pack claims

Over the last decade, a surge in functional food claims has reshaped the way consumers shop. We’ve seen products with "High protein" and “Plant-based” become the default expectation in categories ranging from snack bars to breakfast cereals.

As our understanding of gut and microbiome health grows, and with the increase in weight loss medications, resulting in side effects including nausea and diarrhoea, food and beverage products that support the gut will start to dominate.

This is where fibre, and particularly gut-friendly prebiotic fibre, found in sources such as inulin, oat, barley, fructo-oligosaccharides and galacto-oligosaccharides can position itself in the food matrix.

According to Mintel and Euromonitor trend forecasts, gut health remains one of the top five drivers of food and drink innovation heading into 2025. This is confirmed by the latest research by McKinsey, which notes that functional nutrition (food and beverages that claim to deliver health benefits) is growing. In the US, UK and Germany, up to half of consumers, and two-thirds of Gen Z and millennials, say they regularly purchase nutritional products, including fortified foods. This means that there are prime opportunities for companies to develop these products to meet demand. One key takeaway that emerges from the McKinsey research is that consumer perception about what is healthy. Rather than thinking of healthy food as only free from certain components, such as gluten or sugar, consumers are now actively looking for foods that include high-value components, including fibre. 

Yet, an audit of UK grocery aisles shows that fibre remains conspicuously absent from front-of-pack branding. And, while many products qualify for “source of fibre” or “high in fibre” claims under EU and UK regulations, they simply aren’t using them.

So, what’s holding brands back?

In many cases, it’s inertia or uncertainty. Although the tide is changing, fibre has historically suffered from an image problem with narrow associations of digestive health.

As we learn more about the impact of fibre on gut health, it is deepening our understanding of the importance of fibre in new and reformulated food formulations. To ensure fibre’s place in the hierarchy of health claims, fibre suppliers to communicate not only its functional benefits in the food matrix, but also the compelling science and clinical studies that validate it.

Formulators should see fibre for the compelling and multifunctional tool it is, particularly as new regulatory measures come in, which could accelerate reformulation strategies across the food and beverage sector.

Two examples are the imminent Food Standards Scotland (FSS) nutrient profiling model, alongside HFSS (high fat, salt, sugar) restrictions, which will compel brands to rethink recipes to meet new criteria for advertising and claims.  Fibre, often underleveraged, can be a powerful ally here.

A formulation asset

As the HFSS regulations continue to tighten, brands face increasing challenges in reducing sugar and fat content without sacrificing taste, texture, or consumer appeal in a range of products, including baked goods. In this context, fibre’s functional versatility offers a powerful solution.

Many dietary fibres can replicate the bulk and mouthfeel of sugar or fat, allowing for cleaner, leaner recipes without compromising on indulgence or satisfaction. This makes fibre a valuable tool in achieving reformulation targets while preserving product quality.

Beyond texture, fibre also contributes critical binding and structure-enhancing properties. This helps formulators maintain the integrity of baked goods, bars, and snacks even as sugar and fat are dialled back. Additionally, fibre can support satiety, offering functional benefits that align with weight management and portion control: two increasingly important aspects of consumer-led wellness. We are also seeing growing interest in fibre’s role in glycaemic control. Certain fibres help slow carbohydrate absorption, supporting blood sugar stability and enabling compliant claims for sugar-sensitive products.

A fibre innovation partner

To meet changing demand and the science-backed benefits of fibre to make an on-label claim, it's important to partner with an ingredient supplier that can interpret new regulations and has the technical know-how to stay ahead in a rapidly shifting marketplace.

ACI partners with leading fibre solution providers to address complex challenges associated with both health-led innovation and regulatory compliance. From highly functional inulin-type fructans to resistant starches and oat beta-glucans, ACI provides a diverse toolkit to help you build better, cleaner, and more effective products. For more information, contact our team today.