Brussels, November 17th, 2025 – Fibre is back in the spotlight and for good reason. Diets low in whole grains, one of the main sources of fibre, are linked to more than 145,000 preventable deaths and 2.9 million years of healthy life lost across the European Union, according to the Global Burden of Disease (2021).

This November, the European Food Information Council (EUFIC) is relaunching its expanded #SwitchToWholeGrains campaign to help Europeans close the fibre gap and make healthier grain choices, as part of the celebrations for International Whole Grain Day (19 November).

The relaunch comes as the social media trend “fibremaxxing” sparks renewed public interest in the benefits of fibre-rich diets. Whole grains provide up to 75% more nutrients and significantly more fibre than refined grains, making them key to reducing the risk of heart disease, type 2 diabetes and certain cancers. Yet most Europeans still fall short of the recommended 75–90 grams per day, and in 16 out of 27 EU countries, consumption doesn’t even reach 50 grams daily. Spain is among those with the lowest whole grain intake in Europe.

“We’ve long known that whole grains contribute to better health and help reduce the risk of chronic diseases like heart disease, diabetes and certain cancers. The next step is supporting people to turn that knowledge into everyday action,” said Dr Jan De Vries, Vice-President of the Whole Grain Initiative.

Through new partnerships and resources from recipes and a recipe bot to a refreshed 4-week challenge, the #SwitchToWholeGrains campaign helps consumers bring the trend to table and make the shift from refined to whole grains in practical, engaging ways.

What’s new in 2025

To support behavioural change, this year’s campaign introduces several new features:

• Getting everyone on board: practical tips to help families and friends embrace whole grains and make healthy eating a shared, lifelong habit through cooking, shared meals and everyday inspiration.

• Busting common myths: a new section tackling ten widespread misconceptions found online, such as “All brown bread, cereals or crackers are whole grain,” “They contain antinutrients or toxins,” or “They cause bloating and gas.”

• Supporting hospitality: a dedicated page and toolkit highlighting food businesses serving whole grains, outlining further actions they can take and offering display stickers and ready-made visuals to showcase their commitment.

• Stories from the field: a new blog series featuring insights from bakers, experts, health professionals and others working to make whole grains part of everyday life.

• Expanding collaboration: new partnerships with chefs, nutrition experts, influencers and organisations across Europe to co-create content and raise awareness of whole grains.

• Recipe inspiration: an updated, filterable recipe library with simple dishes for breakfast, lunch, dinner and snacks, now also featuring recipes for children.

• Ready-to-share content: a social media kit with downloadable visuals, infographics and caption suggestions to help partners and individuals spread the message online.

These additions complement the campaign’s existing interactive resources: infographics, a quiz, a recipe chatbot and the 4-week challenge.

The 4-Week Challenge

Following a successful first edition in 2024, which attracted more than 640 participants, 80% of whom said they would eat more whole grains afterwards, and 75% who said they would recommend it to a friend, the 4-week #SwitchToWholeGrains Challenge is back.

Participants are invited to follow the 4-week challenge at their own pace and share their progress on social media using #SwitchToWholeGrains.

Over the course of four weeks, participants can expect:

• One weekly challenge (4 in total) to keep them motivated

• Delicious & healthy recipes

• Tips to eat and inspire others to eat more whole grains

“Food choices don’t happen in isolation. Last year’s challenge participants told us that even when they personally want to eat more whole grains, family and kids’ preferences often make it harder,” added Carlos Abundancia, Outreach Area Lead at EUFIC. “That’s why this year, we want to help people make whole grains a family favourite, showing that healthy changes are easier when everyone’s on board and that simple, evidence-based tips help make it happen.”

¡Pásate a lo integral!: #SwitchToWholeGrains expands to Spain

Spain has one of the lowest levels of whole grain consumption in Europe. On average, Spanish adult men consume just 12 g of whole grains per day, women about 12.6 g, and only 11% of the population regularly eats whole grain bread. Reported fibre intake also falls short — averaging 13 g in men and 12 g in women, well below the recommended 25 g per day.

The national dietary guidelines suggest consuming three to six portions of cereals per day, preferably whole grain₁.By raising whole grain consumption, Spaniards could more easily meet both cereal and fibre targets with one meaningful dietary shift.

As the local campaign spokesperson, Manuel Moñino Gómez, President of the General Council of Official Associations of Dietitians-Nutritionists, put it:

“Spain has one of the lowest levels of whole grain consumption in Europe, even though our food culture is among the richest. Whole-grain bread, rice, and pasta can easily fit into the Spanish table without changing our way of eating, only improving it.”

To help address this gap, EUFIC is launching a full Spanish-language version of the #SwitchToWholeGrains campaign. All key elements — from educational materials and practical tips to recipes, challenges, and social media and hospitality kits — will now be available in Spanish. The launch will be supported by a local media agency and Spanish influencers to raise awareness and inspire healthier eating habits nationwide.

Get involved

• Individuals: sign up for the 4-week challenge, try the recipes, share your journey on social media with #SwitchToWholeGrains

• Chefs, restaurants & catering: download the hospitality kit, feature whole grain options on menus, share creations on social media.

• Collaborators & partners: contribute to agreed blog content, amplify the campaign through your networks, and share available materials.

Join the Switch to Whole Grains movement and be part of a growing community making healthier, more sustainable choices, one grain at a time. For more information and to access the challenge, sign up on the campaign website and make the switch.