PR push comes as new research shows low fibre intake across the UK and Europe
The California Prune Board is highlighting to consumers how nutrient-dense prunes can help fill the fibre gap as a convenient and satiating snack and versatile cooking ingredient.
The move comes as new figures show that daily fibre intake remains low across the UK and Europe, with the British Dietetic Association (BDA) revealing UK adults only consume around two-thirds of the recommended 30g per day.
Even in Germany and Norway, where fibre consumption is the highest in Europe, intake still falls below the recommended amount.
Just 100g of prunes contain 7.1g of fibre, equivalent to around a quarter of the recommended daily fibre intake. The nutritional composition of prunes includes both soluble fibre, which is associated with a decreased risk of heart disease, and insoluble fibre, which contributes to healthy digestion.
Esther Ritson-Elliott, director of international marketing and communications at the California Prune Board, said: “Fibre is finally moving out of protein’s shadow and taking centre stage as a must-have nutrient thanks to the positive impact its consumption can have on overall health.”
Research from Euromonitor International reveals global consumers are increasingly seeking out natural, unprocessed foods as a source of nutrition, with 30 per cent willing to pay more for food with health and nutritional properties, and fibre almost as much of a draw as protein on the list of consumer ingredient preferences.
As the first whole fruit to achieve an authorised European health claim, the potential for prunes to contribute to the gut microbiome is the subject of current research, including a focus on the ‘gut-bone axis’ linking prune consumption to positive bone health.
“California Prunes are a natural, nutritious and convenient way for consumers to easily boost fibre intake,” Ritson-Elliott added. “As a shelf-stable product, they can be stored for up to a year without compromising on taste, while the concentrated sweetness of California-origin prunes can elevate meals in a range of ways.
“Prunes can be used to cut fat and sugar in baked goods if used as a swap for butter or sugar and are versatile enough to replace meat in savoury dishes thanks to their texture and succulence.”
The California Prune Board is using social media, television advertising and a range of tailored consumer-facing activities across key export markets to showcase the premium, versatile and nutritious nature of its prunes while spotlighting the world-leading agricultural standards at work in the California Prune orchards.
The board said it hopes interest in its premium prunes can help global consumers boost their fibre intake. “Prunes have long been lauded for their gut-friendly attributes by older generations, and now, with fibre having its moment, the California Prune Board is eager to share how just a handful of California prunes daily can help fill the fibre gap and contribute to overall health for younger generations too,” Ritson-Elliott said.
