‘Fibremaxxing’: How food manufacturers made fibre cool again

“Fibremaxxing,” the UK’s new healthy eating trend, erupted at the start of 2026, as fibre replaced protein as the go-to fashionable food. Previously mundane, bland foods like prunes and seeded bread surged in popularity, with posts with the hashtags “fibremaxxing” having been viewed more than 150m times on TikTok. Sales of prunes increased 60 per [...]