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:

1. Make it tangible: Always show grams of fibre per portion and a one‑line benefit.
2. Lead with flavour: Frame fibre as a taste and texture win, not a compromise.
3. 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?

By Finley Young, intern, William Murray

As 2025 draws to a close, it’s a good moment to reflect. From strengthening our leadership team to creating meaningful industry connections and sharing our perspective on where hospitality is heading, the past 12 months have been an important chapter for William Murray.

One of the standout moments of the year was our partnership with Arena to roll out the Networking Navigator programme. These gatherings brought together rising hospitality talent alongside established industry leaders, creating space for open conversations. The events reinforced William Murray’s role as a trusted industry connector, while giving us the opportunity to engage directly with the next generation shaping hospitality’s future.

Leadership was another key focus this year. In October 2025, we were proud to appoint Rachel Taylor as managing director, bringing decades of brand and agency experience to guide the next phase of William Murray’s growth. At the same time, former managing director Fiona Hamilton moved into a newly-created director of strategic growth role, sharpening our focus on client support and bold, future-facing ideas. Together, these changes strengthened our leadership structure and reaffirmed our commitment to evolving alongside our clients.

2025 also saw our CEO, Anita Murray, share her voice and perspective across leading industry titles. Her Q&A in Fast Food Professional was a particular highlight, offering insight into her career journey, her passion for food and hospitality, and the values that continue to shape William Murray. The piece explored the importance of people and long-term relationships, alongside the role storytelling plays in building meaningful, enduring brands.

Building on that, Anita also wrote for The Caterer, cementing William Murray’s thought leadership credentials by sharing her insight on the key trends set to shape hospitality in 2026. Anita’s deep understanding of the sector aims to help businesses look ahead.

For William Murray, 2025 was a year defined by connection and confidence in where we’re headed next. We’re excited to carry that momentum forward into the year ahead.

Want to know how we can work together in 2026? Get in touch.