This January, organic food supplier Biona is to launch its first ever Rye January campaign, to encourage consumers to ditch ultra-processed sliced bread and try their natural rye alternative.
As part of the campaign, Biona has also carried out research which revealed 73% of UK consumers are unable to identify the 10 most common additives and preservatives found in bread.
The campaign highlights the growing concern that one of Britain’s most-eaten foods is also one of its most ultra-processed.
The Rye January challenge encourages everyone to swap their usual bread for traditional rye bread throughout the month and share their experiences online.
The simple swap could make a measurable difference, as studies show that rye bread improves blood sugar control, reduces cholesterol and keeps people fuller for longer, thanks to its high-fibre, low-GI profile.
Rye bread, part of the sourdough family, is growing in popularity, with 29% of UK consumers having tried it. Biona’s organic Rye Bread is made with just a few simple ingredients - wholegrain rye meal, natural sourdough and sea salt, and is a fibre rich sliced loaf.
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 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.”
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