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As many as 90% of UK adults don’t eat enough fibre – but why does this matter and how can brands work fibre into their NPD?

United kingdomStacey lockyerJulie telferLaura passinghamNutrition researchBritish nutrition foundationDanish whole grain partnershipNational dietFibre februaryGlobal burdenGeneral mill fibre oneGeneral millsGoing against the grainFood manufactureNutrition surveyNorthumberland based silvery tweed