ACI Group and GoodMills Innovation Back Fiber-forward Bakery Reformulation in UK
Ingredient distributor ACI Group has partnered with GoodMills Innovation to drive uptake of on-pack fiber claims across UK bakery and cereals, aiming to close the country’s longstanding fiber gap and tap into rising demand for gut health and plant-based nutrition.
The collaboration follows a market review by ACI, which revealed that a large number of UK bakery and dessert products exceed thresholds for “source of fiber” (3g/100g) and “high in fiber” (6g/100g) claims but fail to communicate this on pack. Despite growing consumer interest in digestive health and microbiome support, fiber remains underutilized as a marketing lever—particularly in the bread and morning goods segments.
ACI and GoodMills audited launches from January 2021 to April 2025 and found 194 bakery and dessert products used fiber claims during that period, compared to 183 with high-protein positioning. However, budget retailers and own-label suppliers have yet to match wider market momentum, missing an opportunity to align with fast-moving health trends.
“Through our collaboration with GoodMills Innovation, we’re equipping UK food businesses with innovative ingredient solutions, including oat husk fibre and functional wheat fibre blends,” said Gareth Clark, Sales Director at ACI Group. “These solutions support improved nutritionals and enable more robust marketing aligned with current consumer priorities.
“Products containing more than 6g of fibre per 100g are eligible for a high-fibre claim on pack. If your product is nearing the 5g mark, we can help you bridge the gap with simple fortification solutions to unlock that claim potential.”
Lidl GB earlier this year pledged to boost fiber sold by 20% by 2026 and ensure wholegrains make up 25% of all grain-based products by 2030. Yet ACI’s review of supermarket SKUs shows that many qualifying baked goods are not labeled accordingly, while others narrowly miss the mark—highlighting opportunities for reformulation and clearer front-of-pack communication.
The companies are offering technical, formulation and labeling support to help brands “own the fiber claim” and capture growing consumer demand for products aligned with wellness, satiety and plant-forward diets.