Swedish oat milk maker Oatly has announced the launch of two new fibre-led oat drinks in the UK market, tapping into growing demand for products that can help fill the nation’s ‘fibre gap’.

Despite growing awareness of fibre and its important role in gut and digestive health, research shows that the average UK adult consumes around 14g less fibre per day than the UK government’s recommended adequate intake of 30g, and just 4% of the UK population is thought to currently meet the daily target.

In response to this, food and beverage manufacturers are tapping into demand for products that make it easier for consumers to add more fibre into their daily routines. Plant-based brands are particularly well-positioned to capitalise on the opportunity, due to fibre being exclusively found naturally in plant-based foods.

Oatly’s new launch includes Fibre Barista Edition and Fibre Low-Cal Edition, both designed to contribute to daily fibre intakes while fitting seamlessly into consumers’ daily rituals with minimal changes required.

The Barista Edition product is a high-fibre oat drink crafted with coffee in mind. It delivers 5g of fibre per 250ml serving (equivalent to roughly one oat latte) and has been developed to perform in coffee without compromising on taste or texture. The drink is also low in sugars and saturated fat, and offers a source of calcium, iodine, vitamins B2 and D.

Meanwhile, the Low-Cal Edition is a low-calorie option delivering the same amount of fibre per serve, but with zero sugar. It contains 20 kcal per 100ml and is described as ideal for smoothies, shakes and other beverages.

Oats contain beta-glucans, a type of natural soluble fibre, alongside other beneficial fibre components. Oatly said it drew on its more than 30 years of research and innovation in oats, with deep expertise in how to retain the nutritional properties of oats in beverage formulation, to develop the range.

Kate Overy, registered nutritionist and nutrition science and communications lead at Oatly, said: “With most people in the UK not consuming enough fibre, getting an extra 5g can be as simple as choosing an oat drink that's designed with fibre in mind. It’s a convenient, everyday choice that can help contribute to fibre intake without dramatically changing daily habits.”

The new fibre range is available in Sainsbury’s now, with an RRP of £2.40 per 1L carton, and will roll out to further retailers through October.