NEW RESEARCH: 73% OF BRITS UNABLE TO IDENTIFY INGREDIENTS IN THEIR DAILY BREAD
Published:
Read Time: 2 mins
'Rye January' Campaign Encourages Consumers to Make Simple Swap as Study Reveals Knowledge Gap Around Common Additives
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 Brits 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 almost three in four (73 per cent) Brits are unable to identify the 10 most common additives and preservatives found in everyday bread. Furthermore, a whopping 93 per cent of Brits were also unaware that there are as many as 19 additives and preservatives in the average sliced bread, with 40% of those surveyed believing this to be under 10 ingredients.
Bread is now the most processed food eaten daily for one in seven (12 per cent) of British people. This is despite one in three (36 per cent) of Brits 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 almost half the British population (46 per cent) surveyed said they were ‘concerned’ about what's really in their daily bread, and a further 43 per cent say they want to eat bread with as few preservatives and additives as possible. A further 29 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 29 per cent 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.
ENDS
Ends
Editors notes
For further information, images or an interview, please contact:
Paula Joof at paula@biona.co.uk or biona@bravepr.co.uk
Notes to editor
1. Research conducted by YouGov among 2,000 UK residents on 24-25th November
Monday's Lunch idea - power up with red lentil hummus toasts
Thursday's Rye Bread lunch idea - Miso Mushrooms & Butter Bean hummus
Friday's lunch idea - feel good with Taco Black Beans on Rye Toast
Saturday's rye bread idea - Peanut Butter & Raspberry Chia Jam on rye toast
Organic Rye Bread - Sprouted seeds
- In-store at Holland & Barrett
- In-store at Revita
- Online from http://Amazon.co.uk
Credit: Biona Organics
Organic Rye Bread - Sunflower Seed
- In-store at Tesco
- In-store at Ocado
- Online from http://Biona.co.uk
Credit: Biona Organics
Organic Rye Bred - Original
- In-store at GrapeTree
- In-store at Holland & Barrett
- Online from http://Biona.co.uk
Credit: Biona Organics
Organic Rye Bread - Golden Linseed
- In-store at Marks & Spencer
- In-store at Holland & Barrett
- Online from http://Biona.co.uk
Credit: Biona Organics
Organic Rye Bread - Amaranth & Quinoa
- In-store at Holland & Barrett
- In-store at Revital
- Online from https://www.buywholefoodsonline.co.uk/
Credit: Biona Organics
Organic Rye Bread - Pumpkin Seed
- In-store at Whole Food Earth
- In-store at Grapetree
- Online from http://Ocado.co.uk
Credit: Biona Organics
Organic Rye Bread - Chia and Flax Seed
- In-store at Tesco
- In-store at Holland & Barrett
- Online from http://ocado.co.uk
Credit: Biona Organics
