By Jack Helm, Account Manager – Beverage, Bakery & Functional Foods – ACI Group
In the race to reformulate food and products for a ‘healthier’ image, fibre is emerging as a powerful ingredient ally. But, despite strong links to gut health, satiety, and overall wellness, fibre often takes a back seat to protein in product claims, particularly when it comes to baked goods or confectionery items.
But change is happening. To investigate the popularity of fibre versus protein, ACI has partnered with its supplier partner, GoodMills Innovation, conducting an extensive audit of hundreds of products launched in the bakery and desserts category between January 2021 and April 2025.
The results revealed that while protein continues to dominate on pack claims, fibre has marginally outpaced it in product launches, with 194 “sources of fibre” or “high fibre” launches compared to 183 “high protein” launches in the last five years.
However, it is also clear that budget retailers and their baked goods suppliers have not kept pace with this wider industry trend, even though many budget bakery items already contain enough natural or added fibre to meet certain claim thresholds.
This means that just a few smart tweaks and reformulations using functional fibres could unlock significant health messaging for these brands, without the need to develop new products – an onerous and expensive exercise, no matter the size of the bakery.
In this blog, our product expert, Jack Helm, unpacks some of the compelling ways fibre solutions from ACI can help manufacturers reformulate existing ranges with fibre claims in mind.
Why fibre?
The benefits of fibre-rich products, particularly in gut health are backed by decades of nutritional science, ever since Hipsley first identified the concept of dietary fibre in 1953. Digestive health is certainly a priority with an estimated two-thirds of global consumers now prioritising the gut in their wellness goals. This requirement is attested to by a recent meta-analysis in The Lancet, which links high-fibre dietary intake with a 15 to 30% reduction in risk of mortality and chronic disease.
Moving to 2025, it is clear the fibre is cementing its rightful place as both a formulation tool, enabling great texture, taste, sensory appeal, and shelf life, and as a contributor to digestive health. Why then do many brands miss out on highlighting fibre function on pack?
According to the ACI survey, a considerable number of products, particularly in the bread and morning goods category, exceed the legal threshold for “source of” or “high in” fibre claims but are failing to make them. Brands can and should capitalise on this strategic opportunity of listing a fibre claim on their labelling under EU regulations (3g per 100g for “source of fibre”, 6g per 100g for “high in fibre”).
For products not yet in this range, targeted reformulations using ingredients from ACI Group’s portfolio, such as chicory root fibre, oat beta-glucan, or resistant dextrin and small tweaks can result in significant marketing and wellness benefits across the baked goods value chain.
Baking in fibre’s benefits
Adding fibre to baked goods can be a subtle move. Unlike protein or sugar reformulation that can alter the taste or texture of a product (which could lead to having to re-educate consumers), fibre can be added without too much fanfare and fuss. An addition benefit is that high impact fibres can even act as a flavour replacement for expensive ingredients such as chocolate, by simply using cocoa fibre.
The high sensory threshold of many fibres in our portfolio means that while they may go unnoticed in taste tests, they pack a real punch when it comes to labelling. With the right fibre system in place, a simple 1 to 2g increase in fibre content per 100g can mean the difference between a standard product and a ‘source of fibre’ claim – a significant upgrade in the eyes of modern health-conscious consumers.
One of fibre’s greatest strengths lies in its multifunctionality. At ACI, we know that our fibre ingredients don’t just boost nutritional value. These products can also enhance texture, extend shelf life, and offer support in reduced sugar and fat formulation while significantly improving water retention and moisture control.
Science tells us that soluble fibres such as inulin and fructooligosaccharides (FOS) can act as natural humectants and sweetness modulators, making these ingredients ideal for reduced sugar applications. Select fibres can also support the Maillard reaction, giving products that lovely brown and caramelised appearance in addition to positively impacting the structure, crumb, and mouthfeel of baked goods.
On the flipside, insoluble fibres and cellulose can play a vital role in maintaining sensory integrity, particularly in gluten-free and plant-based formulations. Additionally, ACI’s portfolio of fibre ingredients derived from chicory, citrus, barley and upcycled sources means that brands can meet clean label and sustainability goals simultaneously.
Reformulation allows brands a more simplified way of easing pressure from retailers, regulatory bodies, and health-conscious consumers, offering bakers the solution they need for functional, nutritional, and sensory smart products.
So, how can ACI’s fibre solutions help you to address common reformulation challenges?
- Assist in improving moisture retention. Resistant starches and inulin can preserve softness over the shelf life of a product, enabling a great and sensory-pleasing bite
- Enhance dough handling. Soluble fibre assists with the consistency and elasticity of dough
- Reduce sugar and fat but maintain texture and taste. Inulin can offer up to 10% of the sweetness of sugar
- Support digestive health. Resistant dextrin can support both digestive health and sugar replacement goals, creating fibre-fortified products that still deliver indulgent eating experiences.
Using fibre as a strategy for your brand
As the line between indulgence and nutrition becomes increasingly important, fibre can offer a unique bridge between these two key trends.
At ACI, we believe that fibre’s moment has arrived as a bridge between nutrition and indulgence. With gut health now essential to consumers, reformulating with fibre is no longer optional but a critical part of your brand’s success. Our range of fibre solutions offer independent and industrial bakeries the tools to simplify the reformulation of existing products, not develop entirely new product lines.
For more information on our fibre solutions, reach out to our team of experts today.
