For years, fibre sat quietly in the background of public health messaging. We knew it was “good for digestion,” but the topic felt squeamish – like something grandparents worried about. Fast-forward to today, and fibre has undergone a glow-up. From TikTok influencers championing the “gut health glow” to chic brands spotlighting high-fibre ingredients in premium packaging, fibre is suddenly aspirational.
So how did fibre get sexy — and what can we learn from its rebrand? Can health and nutrition brands take a page from fibre’s repositioning and communications playbook?
From Functional to Aspirational
In the 1970s, fibre was framed almost entirely in functional terms. Think of Kellogg’s All-Bran: dark, brown packaging and an emphasis on “keeping you regular.” Effective but hardly exciting. Fibre was treated as a worthy nutrient rather than something people actively wanted in their diets.
Today, communications are flipping that narrative. Instead of talking about bowel health, brands are positioning fibre as a gateway to radiant skin, sustained energy, and improved mood—benefits people aspire to, not just tolerate.
Lessons learned: Don’t just talk about the science; show what it means for our lives. Whether it’s more confidence, better daily performance, or long-term vitality, aspiration drives engagement. Position your desired behaviour or nutrition brand not as a chore, but as enablers of the lifestyle your audience aspires to.
The Gut Health Halo
The gut microbiome has transformed fibre into a hero ingredient. By connecting fibre with the hot topic of “feeding your good bacteria,” brands have tapped into curiosity, empowerment and the allure of cutting-edge science.
Take Bio&Me, the “gut-loving granola” brand founded by dietitian Dr. Megan Rossi. Its colourful packaging celebrates flavour and variety while leading with prebiotics and plant diversity—making fibre-rich foods sound exciting, not medicinal. Rather than positioning fibre as a digestive aid, Bio&Me links it to gut health, energy, and overall vitality, helping elevate a once-uninspiring nutrient into something consumers actively seek out.
Lessons learned: Connect specialist science to a broader cultural conversation—longevity, brain health, resilience—so it feels relevant and engaging. Gut health worked for fibre. Ensure your PR/Comms team includes diverse voices who can spot the bigger themes you can plug into.
How to Stay on the Right Side of Health Claims
Of course, it’s not just about creativity. In the UK, nutrition and health claims are tightly regulated. Fibre has authorised claims (for example, contributing to normal bowel function, lowering blood cholesterol with certain fibres, and reducing post-meal blood glucose rise), but prebiotics do not.
That means a phrase like “Prebiotic Power” could be problematic if it implies a health benefit. The brands navigating this best strike a balance: they use authorised, factual claims such as “high in fibre” and then surround them with lifestyle-led storytelling. The regulatory-approved claim anchors credibility, while the brand language creates aspiration.
Lesson learned: Be bold with design and messaging, but meticulous with claims. Compliance isn’t a barrier; it’s a framework to build trust while keeping communications fresh.
Lifestyle-Friendly Integration
Instead of bland cereals and powders, fibre now comes in snack bars, premium breads, and on-the-go shakes. Influencers show how to weave fibre seamlessly into morning routines, meal prep, and busy lifestyles. The emphasis is on ease and enjoyment, not obligation.
Lesson learned: Meet people where they are. Health guidance that fits easily into daily behaviours is far more likely to stick. Messages – like products — need to be designed for convenience and snackability.
Branding with Energy
Gone are the days of beige packaging and clinical jargon. Fibre is being rebranded with bold designs, playful colours, and aspirational language that makes products feel modern and relevant. Terms like “gut-loving” or “plant boost” help communicate lifestyle benefits without straying into unapproved health claims.
We should pause to recognise the compliance nuance here. In the UK, certain terms (such as “supports gut health”) are not allowed on UK packaging or advertising for a prebiotic, because there are no authorised health claims for prebiotics. Instead, brands need to balance creative, lifestyle-led messaging with factual, authorised nutrition claims, such as “high in fibre.” This approach keeps communications engaging, credible, and fully on the right side of the regulations.
Lesson learned: Don’t underestimate tone and visuals. Science doesn’t need to look sterile to be trusted. Invest in branding that feels aspirational, while making sure every claim is compliant. If fibre can be presented as appealing, modern, and lifestyle-friendly without falling foul of regulations, other health ingredients can take a page from the same playbook.
The Takeaway
The fibre revolution shows us that even the driest health topics can be reframed into something aspirational, culturally relevant, and yes—even sexy.
- For healthcare communicators: The opportunity lies in translating complex science into relatable benefits and stories that inspire behaviour change.
- For nutrition brands: The challenge is to elevate everyday ingredients into lifestyle choices that people actively want to embrace, while staying firmly within the boundaries of approved claims.
At SAY, we believe the sweet spot is where evidence meets emotion. If fibre can make the leap from functional to fashionable — without falling foul of regulation — imagine what’s possible for your brand or health messaging. Whether you’re looking for nutrition PR services, a healthcare comms agency with deep sector expertise, or strategic food PR services, we help brands turn science into stories that stick.
Find out more about the nutrition PR services SAY Communications provides food and nutrition brands: https://www.saycomms.co.uk/healthcare-communications-agency/sectors/nutrition-food-pr/. As a specialist healthcare comms agency, we’re passionate about delivering campaigns that connect science, lifestyle, and culture.
Photo by Jan Landau on Unsplash
