Gut health brand Bio&Me has launched a long-term partnership with Bowel Cancer UK with the aim of raising £100,000 in its first year through a series of product, retail and brand-led initiatives.
The activity will focus on education, in particular, raising awareness of the link between fibre intake and bowel cancer risk. Research including nearly two million people published in the British Medical Journal showed that for every additional 10g of daily fibre consumed, the risk of bowel cancer reduces by 10%, a message Bio&Me (the producer of high fibre granolas, overnight oats and more) plans to bring to shoppers through educational content, 10g fibre-boosting recipes, co-branded packs, and in-store activations.
As part of the launch, Bio&Me has released a dedicated podcast episode featuring founder Dr Megan Rossi in conversation with Genevieve Edwards, CEO of Bowel Cancer UK, with the aim of tackling the stigma that still surrounds bowel health. The “The 4% Club” looks at how 96% of people in the UK aren’t getting enough fibre. It explores Megan’s personal story, the link between gut health and bowel health, and highlights bowel cancer symptoms and the importance of early detection.
Bio&Me co-founder, Dr Megan Rossi, said: “Losing my grandmother to bowel cancer is what inspired me to study the gut, and since then I’ve seen firsthand both in clinic, and our clinical trials at King’s College London the importance of eating for your gut microbiome for long-term health. Partnering with Bowel Cancer UK is therefore incredibly meaningful, as well as an opportunity to drive real change. If we can help people understand the powerful role something as simple as increasing daily fibre intake by just 10g can play in both bowel health and overall wellbeing, we can make a genuine impact.”
Chief executive of Bowel Cancer UK, Genevieve Edwards, added: “We’re delighted to be partnering with Bio&Me to help raise awareness of bowel cancer and the important role fibre can play in supporting bowel health and long-term wellbeing. Evidence shows that eating more fibre can help reduce the risk of bowel cancer, yet many people in the UK are still not getting enough in their diets. Bowel cancer is the UK’s fourth most common cancer, with someone diagnosed every 12 minutes. Through this partnership, we hope to help people make more informed choices about fibre and diet, and inspire simple, positive changes that could make a meaningful difference to their long-term health.”
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