Our campaign to highlight the importance of fibre, and that flour and products made from it are a major source of fibre in the UK diet (35% - which is more than fruit or veg ), ran throughout February.
This year we worked with other organisations such as the Food and Drink Federation, The British Dietetic Association and the British Nutrition Foundation to spread the word far and wide. Our campaign had a reach of over 4 million opportunities to see, and included work with social media influencers such as the Baking Nanna, podcasts, webinars, consumer and trade press articles, recipes and new content on our website. We are hopeful that word will spread and people will begin to talk about fibre – and the role of flour based foods – throughout the year.
Thanks to members who also picked up on the theme in their own marketing and communications.