The Hovis® Nutrition Mission

At Hovis®, we’re on a mission. We’re raising awareness around the importance of eating 30g of fibre everyday as part of a balanced, healthy diet, and to show how easy it is to boost the amount we eat.

Most adults are only eating an average of 18g of fibre a day, instead of the recommended 30g daily target1. We need to find ways of increasing our daily intake because foods high in wheat bran fibre (like varieties of wholemeal bread and certain breakfast cereals) can help support digestive health2.

Hovis® Fibre Survey Findings

In December 2019, Hovis® conducted a consumer survey3 into the nation’s understanding of fibre and levels of intake. This is what we found:

89% of UK adults recognise that eating the recommended amount of fibre each day is important.

Only 38% try to ensure that their diet is high in fibre.

One in 4 adults (24%) say they are not concerned about how much fibre they eat.

Only 14% knew the recommended intake of 30g, with half of those surveyed saying that they had no idea.

The majority of UK adults can correctly identify high fibre foods, with 81% saying that wholemeal bread is a good source.

79% know that fibre helps digestive health, with more than a third (38%) also recognising that it can maintain normal cholesterol levels.

fibre is fundamental
Fibre is fundamental

Fibre is a fundamental part of our diets and eating foods that are rich in wheat bran fibre like our wholemeal products can help support digestive health2. Here Hovis® breaks down the importance of fibre.

Find out more

Fibre FAQs

Yes, you should also increase the amount of fluid you drink to allow the fibre to do its job properly.

Often people who follow a vegan diet have more fibre than those who eat meat, particularly if they eat a lot of bean and pulse-based dishes.

Yes! Even white bread has some fibre in it. Around a third of our food intake should come from starchy carbohydrate foods (the yellow group of the PHE Eatwell Guide4). Bread is also convenient; you don’t need to cook it like pasta, rice or potatoes so for people short on time it’s a great go-to option.

High in fibre is any food that has a fibre level of 6g per 100g – you can find this information on back of pack, in “per 100g” column of nutritional tables.

Fibre and protein are two totally separate nutrients, which should both be consumed as part of a balanced diet. Some good examples of protein are fish, eggs, meat, beans and pulses . Sandwiches are a great way to include both into a daily repertoire.

Wheat bran fibre2 which is found in our wholemeal products supports digestive health when consumed as part of a balanced diet and healthy lifestyle.

See Sources