Fibre optics of Irish diet

80% OF PUBLIC DEFICIENT IN KEY FOODSTUFF AS LIDL AIMS TO TACKLE 'CRISIS'

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LIDL Ireland has now become the first supermarket retailer on the island of Ireland to announce a fibre strategy - aiming to achieve an increase in the tonnage of total fibre sold by 20% and to boost the volume of wholegrains sold to 20% of total grains by 2030.

The retailer also confirmed a new partnership with registered dietician Orla Walsh as part of its commitment to customers in supporting better health and wellbeing.

Working in partnership with Orla over the last 12 months, the retailer has reviewed its full product range and engaged with its longstanding local suppliers to develop innovative solutions to increase fibre content within selected own-brand everyday and essential food items.

To date, an initial batch of 30 products have undergone reformulation aimed at increasing fibre content.

In 2026, additional products will be reformulated to increase fibre, with products labelled as 'High in Fibre' or 'Source of Fibre' where applicable, helping shoppers seeking healthier or more nutritious options to easily access affordable, quality food for improved overall health.

According to the Food Safety Authority of Ireland, around 80% of people in Ireland are fibre-deficient, eating just 18 grammes of fibre per day on average and falling short of the recommended daily intake of around 25-35g of fibre.