A NEW campaign promoting UK-grown wholegrains will seek to over-turn the consumer perception that 'beige' foods are more about ballast than nutrition.
The Agriculture and Horticulture Development Board launched this marketing drive by releasing a striking piece of art made entirely from wholegrains and the slogan ‘Beige is Beautiful'.
Forming part of AHDB’s wider ‘We Eat Balanced’ campaign, the aim is to educate consumers on the many benefits of eating wholegrains, including their ability help keep us healthy and how they may also help reduce the risk of many common diseases. The campaign will also focus on the versatility of wholegrains as tasty ingredients that can be included in a variety of dishes and their role as a great source of fibre.
Speaking about the importance of including wholegrains in a balanced diet, GP and Food Advisory Board member, Dr Gill Jenkins, said: “Wholegrains play an important part in a healthy and balanced diet providing a good source of dietary fibre and other nutrients we need for good health. UK government guidelines advise adults should have 30g of dietary fibre a day as this is associated with a lower risk of heart disease, stroke, type 2 diabetes and bowel cancer.
“Currently adults in the UK only eat around 20g fibre a day, so most of us need to increase our intakes. Choosing foods with fibre may also make us feel fuller for longer and having a high fibre diet can help digestion and prevent constipation.”
The campaign will also be supported by food and farming influencer Julius Roberts, @telltalefood, who will create content on his social channels to highlight the importance of wholegrains and encourage his followers to share their wholegrain recipes and tips.
AHDB cereal and oilseeds strategy director, Martin Grantley-Smith, added: “Consumers are bombarded daily with messages about what they should and shouldn’t eat, and this campaign builds on AHDB’s ‘Eat Balanced’ work earlier this year to put the message out there that wholegrains are an important part of a healthy balanced diet.”
For more information about our Beige is Beautiful campaign, visit: www.ahdb.org.uk/beigeisbeautiful
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