Fibre One updates ad and launches new wellbeing campaign

Fibre One: The Take30 challenge

Fibre One is back on screens with a refreshed TV ad and is also challenging the nation to ‘Take30’ in a new wellbeing initiative.

A bolder and brighter TV advert highlights the improved, reduced sugar recipe and eye-catching new packaging. A sampling campaign will also get the product into the hands of 50,000 consumers.

The first of its kind for the weight management brand, the Take30 Challenge encourages consumers to take 30 minutes out from their hectic routines to slow down and simplify their lives. This call to action is inspired by Fibre One Chocolate Fudge Brownies’ new recipe, which has “30% less sugar but still 100% of the same great taste”.

The initiative is supported on social media while shopper activity showcasing the new 30% Less Sugar recipe goes live this month in major supermarkets and selected convenience retailers.

Adrienne Burke, Marketing Manager for Snacking at brand owner General Mills, said: “As we continue to balance our busy lives, amidst the pandemic and entering a new year, at Fibre One we recognised that we could all do with a bit of a breather.

“This idea of ‘Take30’ also reflects our exciting new recipe renovation. We are really proud of how we have managed to reduce sugar by 30%, without compromising on taste. This means we’re able to further support our community of weight managers in having exactly what they crave.”