Supply chain specialist ACI Group has called on food manufacturers to address consumer misconceptions as the December deadline approaches for mandatory folic acid fortification in non-wholewheat wheat flour.

The regulation will add folic acid to flour alongside existing required nutrients including calcium and iron. However, the measure has prompted consumer anxiety about chemical additives in everyday foods, despite folic acid's established role in preventing neural tube defects and supporting red blood cell formation.

Gareth Clark, Sales Director at ACI Group, argues the sector must counter misinformation rather than allowing beneficial fortification to be conflated with ultra-processed food debates. "There is a long list of countries that have fortified with folic acid for a significant period of time, and maybe a more balanced approach would be to educate consumers on the potential epidemiological risks of not fortifying," he states.

Government data from 2019-2023 reveals concerning folate deficiency rates: 12% among 11-18 year olds, 4% in adults aged 19-64, and 2% in those over 65. The implications extend beyond pregnancy, though NHS guidance specifically recommends folic acid supplementation when trying to conceive and during early pregnancy to reduce neural tube defect risks. Research indicates younger women and those from disadvantaged areas show particularly low folic acid intake.

Clark attributes consumer concerns partly to oversimplified narratives positioning organic ingredients as inherently superior to processed alternatives. "That is lacking in nuance to the point of being misleading, and it's down to all of us in the industry to correct that," he notes.

The company emphasises that manufacturers should audit their ingredient supply chains before the deadline, ensuring complete transparency about product composition for both business partners and consumers.