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Co-op - Ham & Mustard Sandwich - Fibre Enriched Bread copy

The Co-op is upgrading its sandwich range with fibre-enriched bread.

New bread, created by adding wheat fibre to its standard bread recipe, will be incorporated into 23 lines in its food-to-go range.

This would increase the amount of fibre per 100g in its core food-to-go bread by up to 100%, with an average increase of 66% across the entire range, The Co-op said.

“There’s evidence for a wide range of health benefits of fibre, so we’re pleased to announce this industry-first move that will help our members and customers with their fibre consumption,” said Co-op diet and health manager Bryonie Hollaert.

It comes as the most recent research results from the National Diet & Nutrition Survey (NDNS) found only 7.5% of adults were meeting the recommended fibre intake of 30g a day, with average intakes at just 18.3g a day.

“However, despite the numerous sources of fibre available, it can be sometimes difficult to hit the recommended daily intake of 30 grams. The fibre-enriched bread in our core sandwiches will make it that little bit easier for customers to get closer to the target,” she said.

Co-op senior product developer Kevin Sargent added the retailer “wanted to develop an already existing product and increase the amount of fibre without the customer even having to think about it while in our stores”.

“The bread in our sandwiches gave us an easy route to help people to eat more fibre, especially as it requires no change to current shopping behaviours, customers can simply continue to purchase their usual sandwiches and meal deals with the knowledge that the enriched bread will count even more towards their recommended daily intake.”

The new fibre-enriched bread will be introduced to all of Co-op’s core white and malted sandwiches from 16 February 2021 and will be available to purchase singly or as part of Co-op’s £3.50 lunchtime meal deal.

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