By Rachel Taylor, managing director, William Murray PR & Marketing
Fibre is becoming the biggest comms opportunity in UK foodservice this year, and one businesses should maximise.
The M&S 2026 Health Trends report highlights fibre’s move into the mainstream: “Fibremaxxing is about strategically ‘maximising’ the fibre in your meals (like swapping white rice for brown or adding chia seeds to your lunchtime salad),” the report suggests.
Consumers are actively ‘fibremaxxing,’ and that creates a clear, timely story for operators and brands.
As a comms specialist I’m watching this because it’s simple to activate and easy to measure. Reformulate for texture and taste, build menu swaps that add clear grams of fibre, and tell the story in plain language.
Do that and you’ll drive trial and repeat visits.
Three quick, practical moves I’d prioritise for a comms strategy:
- Make it tangible: Always show grams of fibre per portion and a one‑line benefit.
- Lead with flavour: Frame fibre as a taste and texture win, not a compromise.
- Share what you doing: Join or lead the ‘fibre’ conversation, using your spokespeople to contribute to trend reports to drive maximum trade media pick‑up on what you are doing – and why.
If your brand can make fibre convenient and craveable, the commercial upside is real, and the comms lift will follow. Have you got the right launch narrative that wins attention ready to go? Can I help?
