Increasing customer interest in fortified foods has prompted British retailer Tesco to begin boosting fiber content in some of its most popular private brand snacks.

In a move to help customers increase their dietary fiber Tesco has begun boosting fiber to own label foods starting with pies, pasties, sausage rolls, and chilled bread.

It follows Government guidelines which recommended that the average daily intake of fiber needed to nearly double in order for Brits to lead a healthier lifestyle.

Angela Hughes, Tesco food developer

Tesco food developer Angela Hughes, who has overseen the move, lost her beloved grandfather to bowel cancer and her father also has the disease.

When Angela’s doctor said there was a strong chance of her also contracting the hereditary disease, she asked colleagues if she could use her expertise to try and help others avoid the same fate.

Angela Hughes said:

“Unfortunately, my family has been very unlucky with bowel cancer but it has spurred on my motivation to do everything I can through my job to help others avoid contracting the disease.

“We have now started to boost the wheat content in some of our most popular foods such as pies, pasties, sausage rolls, and garlic bread but without changing the taste, flavor or texture of these products.

“This will help millions of customers increase the fiber content in their diets.

“But this is only the start and we plan to go further by looking at other wheat-based foods such as pizza as well as adding more fruit and vegetables to our recipes wherever possible.”

Tesco lines with added fiber include:

  • 12 Cheese & Tomato Bread Swirls
  • 2 Cheese & Garlic Baguettes
  • 2 Extra Strong Garlic Baguettes
  • 2 Garlic Baguettes
  • 8 Garlic Ciabatta Slices
  • 9 Cheese & Garlic Slices
  • 9 Garlic Slices
  • 9 Reduced Fat Garlic Slices
  • Cheese & Garlic Flatbread
  • Cheese, Tomato & Garlic Tear & Share
  • Chili & Garlic Bread
  • Deep Filled Garlic Flatbread
  • Express 2 Garlic Baguettes
  • Finest Basil Pesto and Tomato Hand Stretched Flatbreads
  • Finest Garlic & Parsley Split Ciabatta
  • Finest Nocellara Olive Focaccia
  • Finest Red Leicester, Mature Cheddar and Balsamic Red Onion Mini Flatbreads
  • Finest Roast Vegetable Hand Stretched Flatbread
  • Garlic & Rosemary Flatbread
  • Garlic Baguette
  • Garlic Bread Sticks
  • Garlic Ciabatta
  • Garlic Doughballs
  • Garlic Seeded Flatbread
  • Sunblush Tomato & Garlic Flatbread
  • Tomato, Garlic & Cheese Doughballs
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.