Biona will launch its first ‘Rye January’ campaign in January, encouraging shoppers to swap ultra‑processed sliced bread for the brand’s natural rye alternative and share their experiences online.
he organic food brand says its research found that 73% of UK consumers cannot identify the 10 most common additives and preservatives in daily bread, underscoring concern about processing in a staple food.
The initiative positions rye as a simple, healthier swap that can improve blood‑sugar control, reduce cholesterol by up to 14%, and aid satiety thanks to its high‑fibre, low‑GI profile. Participants are encouraged to track energy levels, digestion and hunger patterns across the month.
Rye bread – part of the sourdough family – is gaining traction, with 29% of UK consumers having tried it. Biona’s Organic Rye Bread contains wholegrain rye meal, natural sourdough and sea salt. The sliced loaf retains freshness without artificial additives or preservatives, and is made without wheat, yeast, sugar or chemical pesticides – aimed at shoppers seeking more natural bakery options over heavily processed products.
Carmen Ferguson, Brand Manager at Biona’s parent company Windmill Organics, said: “We’re delighted to be launching our first ever ‘Rye January’ campaign and encourage everyone to give it a try. We know many UK consumers are now concerned about the levels of additives and preservatives in their daily sliced loaf and the potential impact that can have on their health. Rye bread is the perfect solution to those concerns so make the swap and give it a try!”
