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Another fab Fibre February

Despite the restrictions of lockdown our Fibre February campaign was another great success. This year’s campaign was focused on communicating the central role flour-based products have in increasing fibre intake, and showcasing some easy swaps to help achieve it.


Schools resources were adapted for use during remote learning and we partnered with Food Teachers Centre to widen audience reach and encourage uptake and acceptance of our materials. Nearly 40 different teachers posted on the subject with 17 people sharing resources they had developed.


As February included Shrove Tuesday, Valentine’s Day and World Toast Day – occasions when flour is on everyone’s mind – we sought to spread the message across Facebook, Instagram and Twitter, and the #FibreFebruary hashtag was shared 300 times with a number of our member companies joining the conversation.


We also ran a live cookalong with Food Tryb on Instagram TV, demonstrating one of our new campaign recipes: wholemeal cheese crumpets with figs and honey.



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