Getting fibre fit

Health consciousness is a major driver of food purchases in the UK. Ryvita has long been associated with a healthy, low calorie, fibre-rich diet.

According to the NHS, fibre helps reduce the risk of heart disease, type 2 diabetes, stroke and bowel cancer. Certain types of fibre can also help support gut health, but nine out of ten of us aren’t eating the 30g of daily fibre that the UK Government recommends.

To address this, Ryvita partnered with celebrity TV presenter Davina McCall to launch an online quiz that helped people assess their own fibre intake, together with the #30in30 Challenge which provides hints and tips on how to increase daily fibre intake by 5g. People who signed up received a newsletter twice a week along with #Fibrehacks from Ryvita and selected expert partners.

Since launch in March 2019, over 43,000 people have taken the online quiz and over 15,000 have signed up to the #30in30 Challenge. A great example of how an established British brand is engaging people to help improve their health and wellbeing.