NEW RESEARCH: 75% OF PEOPLE FROM THE NORTH EAST UNABLE TO IDENTIFY INGREDIENTS IN THEIR DAILY BREAD
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Move over Veganuary and Dry January — 2026 marks the rise of Rye January, a new nationwide campaign by organic global food brand Biona calling on people from the North East to ditch ultra-processed sliced bread for natural rye. The campaign, supported by TV Doctor Dr Rupy Aujla highlights growing concern that one of Britain’s most-eaten foods is also one of its most ultra-processed.
New research released today by Biona reveals that 75 per cent of those surveyed are unable to identify the 10 most common additives and preservatives found in everyday bread. Furthermore, a whopping 89 per cent were also unaware that there are as many as 19 additives and preservatives in the average sliced bread, with 38 per cent of those surveyed believing this to be under 10 ingredients.
Bread is now the most processed food eaten daily for 10 per cent of people from the North East. This is despite nearly a third (32 per cent) saying they’re actively trying to reduce the number of ultra-processed foods (UPFs) they consume.
Biona’s Rye January challenge encourages everyone to swap their usual bread for traditional rye bread throughout January and share their experiences online. This simple swap could make a measurable difference. Studies show that rye bread improves blood sugar control, reduces cholesterol by up to 14 per cent2, and keeps people fuller for longer thanks to its high-fibre, low-GI profile. Participants are encouraged to track their energy levels, digestion, and hunger patterns.
Dr Rupy Aujla, GP and ‘The Doctor’s Kitchen’ author said: "As a GP, I always encourage people to make simple swaps to everyday food items that can have significant health benefits and rye bread is one of these. Rye bread is high in fibre, low on the GI index, can reduce cholesterol as well as keeping you fuller for longer and providing a good source of protein, vitamins and minerals. Rye bread is also fermented and wheat and yeast free so a brilliant nutritious, real food to add into your diet. Biona’s rye bread wins for me as it contains only 4 organic ingredients – just like bread should be.”
The campaign comes as nearly a third (31 per cent) surveyed said they were ‘concerned’ about what's really in their daily bread, and a further 47 per cent say they want to eat bread with as few preservatives and additives as possible. A further 21 per cent of those surveyed claim to be increasingly obsessed with understanding exactly what chemicals are in their diet, making RYE January particularly timely.
Rye bread, part of the sourdough family, is rising in popularity in the UK with 28 per cent of people from the North East having tried it. Biona’s rye bread is made with only 4 organic ingredients using a traditional fermentation process and is yeast, wheat and dairy free.
Biona’s rye bread RRP (£2.69) is available to purchase at Tesco, Independent Health Stores, Ocado and Amazon and at www.biona.co.uk. Join the campaign at #RyeJanuary.
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For further information, images or an interview, please contact:
Paula Joof at paula@biona.co.uk or biona@bravepr.co.uk
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Editors notes
Notes to editor
1. Research conducted by YouGov among 2,000 UK residents on 24-25th November 2005.
2. Source: https://pubmed.ncbi.nlm.nih.gov/10720164
About Biona
Biona Organic is a pioneering family-owned food brand founded in 1992 by Noel McDonald and Donata Berger, born from a mission to make organic food accessible, delicious and part of everyday life. Inspired by Noel’s early experience living self-sufficiently, the founders began creating organic foods from scratch, starting with handmade granola and expanding into some of the UK’s first fully organic pantry staples.
More than 30 years later, Biona has grown from a small kitchen-table project into a trusted global household brand, offering over 450 certified organic products and sold in over 50 markets around the world. From rye breads and wholegrain pastas to juices, coconut products and plant-based essentials, Biona remains committed to food grown without chemical pesticides, crafted with care, and made to taste as good as nature intended. Every Biona product represents a choice for better health, better farming and a better planet — proving that eating well and living sustainably can go hand in hand.