The UK’s Flour Advisory Bureau, Federation of Bakers and Grain Information Service have joined forces to launch a new eating plan in a bid to discourage people from following low-carbohydrate diets.

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more


The groups said the eating plan, which advocates a low-fat balanced diet challenges “quick fix” diets, provides an alternative to “unhealthy ‘low-carb’ diets” and a long-term solution to yo-yo dieting.


“Carbohydrates like bread have come under recent attack by the diet industry and by unqualified ‘alternative’ health practitioners – known for their quick fix diets and reliance on pseudo-science. The Vitality Eating System helps to directly counter faddy diets like the Atkins diet and the South Beach diet, which confuse consumers,” the groups said.

Just Food Excellence Awards - Nominations Closed

Nominations are now closed for the Just Food Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Winning five categories in the 2025 Just Food Excellence Awards, Centric Software is setting the pace for digital transformation in food and FMCG. Explore how its integrated PLM and PXM suite delivers faster launches, smarter compliance and data-driven growth for complex, multi-channel product portfolios.

Discover the Impact