The Department of Health’s independent scientific committee on nutrition (SACN) is set to publish its full report on carbohydrates in spring 2015 following a draft publication earlier this year and a consultation period between June 26 and September 1.
Gordon Polson, director of the FOB, said the draft already indicated UK consumers were not eating enough carbohydrates.
“There actually is a feeling that we can, and should, continue to promote the value of carbohydrates in the diet and that will be supported by SACN. There’s an opportunity there to demonstrate the continued value of eating bread and bakery products,” he told BakeryandSnacks.com.
“I don’t think it should be negative – I think there has been too much carb-bashing and it will help industry counter that.”
Eat more bread!
Polson said bread had a large and valued place in contributing towards complex carbohydrate consumption.
“Obviously you have to be very careful about what you can say on pack, but there may be a need just to remind and reinforce people of the value of carbohydrates and that bread is an important one and is accessible, convenient and a good value one,” he said.
Promoting the role of bread in a healthy, balanced diet, he said, had always been and would continue to be one of industry’s mantras and aims.
Just earlier this year, FOB launched ‘breakfast boots’ to hold toast as a promotional campaign to encourage sliced bread consumption among kids and last year it developed a toast-scented novelty perfume targeting young women.
“Looking forward, there’s the opportunity for a bit of a fight back on the value of carbs,” Polson said.
Diversity to help
Diversification of the bread sector, for example, would help drive consumption, he said – something that had already started.
“While bread obviously continues to dominate, there are increased purchases of these other bakery alternatives – thins, crumpets, pancakes and others.”
These alternatives, he said, tapped into consumer needs. “People want to try a variety of things. We no longer eat the same meals every week, we’re more adventurous and our tastes are much more diverse.”
Manufacturers would also work to innovate in the traditional bread space, he said. “Whether it’s white bread with added calcium or loaves in different sizes or containing more seeds or oats, these developments will continue.”