Closing the Fibre Gap: Why Communication May Matter as Much as Formulation

The Fibre Paradox

The fibre gap has become one of the most talked-about nutritional challenges facing the food industry today.

Consumers are more aware than ever of the role fibre plays in gut health, digestion and long-term wellbeing. Social media is filled with microbiome discussions, fibre goals and nutritional advice. Brands continue to launch products positioned around digestive health and functional benefits.

And yet, despite all of this awareness, fibre intake remains stubbornly low.

As someone who has spent years working across food innovation, recipe development, consumer engagement and workplace wellbeing, I find this disconnect fascinating.

Because if information alone changed behaviour, the fibre gap would already be closed.

The Formulation Challenge

From a product development perspective, increasing fibre intake is not always straightforward.

Consumers want more fibre and brands are eager to meet that demand, but fibre can significantly influence texture, viscosity, flavour release, mouthfeel and shelf life. Adding fibre successfully often requires careful balancing to ensure products remain enjoyable and satisfying.

I’ve seen this challenge repeatedly throughout my work, whether developing food concepts, scaling meal programmes or working with brands to improve nutritional quality without compromising consumer appeal.

One lesson consistently emerges:

Nutrition only works if people want to eat the food.

Without enjoyment, even the most nutritionally impressive product struggles to achieve lasting impact.

Are We Solving the Wrong Problem?

Perhaps the more interesting question is whether we’ve correctly identified the challenge in the first place.

Do consumers struggle to consume enough fibre because fibre isn’t available?

Or do they struggle because healthy eating has become unnecessarily complicated?

Consumers today have unprecedented access to nutritional information. Most people understand that fibre supports health. They know vegetables, legumes and whole grains are beneficial.

But knowledge rarely translates directly into action.

Behaviour change is driven by something much more practical:

• Simplicity
• Convenience
• Confidence
• Enjoyment

The most successful food interventions I’ve witnessed haven’t focused on restriction. They’ve focused on helping people discover foods they genuinely enjoy eating.

Why Whole Foods Still Matter

While fibre fortification and ingredient innovation play an important role, there is another solution that has been available all along.

Whole foods.

Legumes.

Whole grains.

Fruit.

Vegetables.

Nuts and seeds.

These foods have supported healthy fibre intake for generations without requiring complex nutritional messaging or sophisticated claims.

Much of my work today focuses on helping people reconnect with these foods in realistic and accessible ways. Whether through recipe development, brand partnerships or workplace wellbeing programmes, I repeatedly see the same pattern emerge.

When people experience healthy food rather than simply being told about it, their relationship with nutrition begins to shift.

A fibre-rich breakfast.

A nourishing soup built around legumes.

A simple meal centred on whole grains and seasonal produce.

These aren’t revolutionary ideas.

They’re achievable ones.

And achievable habits are often the ones that last.

From Information to Engagement

One of the biggest lessons I’ve learned through my work with organisations including Microsoft, Mastercard, Laya Healthcare and OpenText is that people rarely need more nutritional information.