The protein craze has become a fixture in supermarkets. Alongside sports powders and bars, the shelves are full of high-protein quark, granola with added protein, high-protein savoury snacks and protein peanut butter. With a TikTok video, Becel is jumping on the latest trend: fibre maxing. The chair of the Advertising Code Committee has called Becel to order for giving the false impression that the product is “high in fibre”. 

In the video, a farmer’s omelette is prepared and Becel with Oats & Fibre is spread on a slice of bread. Becel presents the product as an easy way to join the fibre maxing trend, with the caption: “this is how I add 10% extra fibre per slice of bread”. Phrases such as “fibre boost”, “high fibre twist” and hashtags such as #sourceoffibre and #highfibre reinforce this impression. 

The Food Claims Regulation (1924/2006) stipulates that the claim “high fibre” is permitted if the product contains at least 6 grams of fibre per 100 grams. Becel with Oats & Fibre contains 5.3 grams of fibre and therefore does not meet this requirement. The fact that Becel does not intend the statement to be a nutrition claim about extra fibre and does not use the term “high fibre” literally in the TikTok (though it does appear in the hashtags) does not alter this. The rules also apply to any other claim that is likely to have the same meaning for the consumer. 

According to the chairperson, the overall impression conveyed by the message – through phrases such as “10% extra fibre”, “fibre boost” and “fibremaxing” – is that consuming a small amount of the product can significantly increase one’s fibre intake. This creates the impression that the product is “high fibre”. As the product does not meet the requirements, this constitutes an unauthorised nutrition claim. 

An important lesson: anyone capitalising on dietary trends must pay attention not only to the literal wording of claims, but also to the overall impression created by an advertisement. So put yourself in the shoes of the average consumer and check whether you are complying with the rules on nutrition claims.