Britain's largest bakery brand has introduced two new products designed to address what research suggests is widespread confusion about fibre consumption. Warburtons' Fibre Fix range, comprising a 500g loaf and pack of four rolls, arrives as the company's survey data indicates 44% of UK adults cannot identify the recommended daily fibre intake, whilst 43% lack confidence they're consuming adequate amounts.

The YouGov research, conducted in November 2025 with 2,084 adults, found one in four respondents unable to identify high-fibre foods. These findings have prompted the Bolton-based bakery, now in its 147th year of operation, to develop products specifically formulated to deliver substantial fibre quantities per serving.

Product specifications

The Fibre Fix Loaf contains 8.0g of fibre per 100g, with each 50g slice providing 4.0g. The wholemeal bread incorporates nine ingredients alongside wheat bran: brown linseed, red lentil, chia seed, sunflower seed, pumpkin seed, malted barley flour, sesame seed, hemp seed and millet seed. The 500g loaf comes pre-sliced into 10 pieces including crusts, retailing at £1.85.

The roll variant delivers 8.1g of fibre per 100g and 6.0g per 74g roll. These contain eight seed and grain ingredients plus wheat bran, pre-sliced horizontally. A pack of four costs £1.75. Both products are suitable for vegetarians and vegans, and include added calcium to support digestive enzyme function.

Market positioning

Warburtons operates 11 bakeries and 16 depots across Britain, with a distribution fleet of nearly 1,000 vehicles serving 18,500 retail customers daily. The family business, currently managed by fifth-generation members Jonathan, Brett and Ross Warburton, holds the leading position in the UK bakery market with a portfolio of 70 products.

Chairman Jonathan Warburton stated the range aims to provide accessible high-fibre options whilst addressing consumer uncertainty around daily requirements. The products are available in major retailers nationwide.

NHS guidance recommends adults consume 30g of fibre daily, though the Warburtons survey suggests substantial portions of the population remain unaware of this target figure.