Biona announces Rye January campaign

Organic food brand, Biona, has announced a new campaign encouraging consumers to switch processed sliced bread for rye alternatives.

The brand’s first Rye January encourages shoppers to ditch ultra-processed sliced bread and try their natural rye alternative. As part of the campaign, Biona has also carried out research which revealed 73 per cent of UK consumers are unable to identify the 10 most common additives and preservatives found in their daily bread.

The campaign highlights the growing concern that one of Britain’s most-eaten foods is also one of its most ultra-processed. Biona explains that this simple swap could make a measurable difference, as studies have shown that rye bread improves blood sugar control, reduces cholesterol by up to 14 per cent, 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.

Carmen Ferguson, Brand Manager at Biona’s parent company, Windmill Organics, commented: “We’re delighted to be launching our first ever Rye January campaign and encourage everyone to give it a try. We know many UK consumers are now concerned about the levels of additives and preservatives in their daily sliced loaf and the potential impact that can have on their health. Rye bread is the perfect solution to those concerns so make the swap and give it a try!”