Fibremaxxing: How to Join a Trend Without Losing Credibility

For marketers and PR teams, the allure of social media trends is undeniable – but so are the risks. Especially in the health and wellness space, where credibility and consumer trust can be won or lost overnight. For brands, jumping on a social media trend is full of pitfalls. That’s especially true when it comes to health and wellness. See the furore around proteinmaxxing, which did the rounds on TikTok and Instagram.

Although respected nutritionists recommend a high protein intake – Emily English eats 100g a day – there is such a thing as going too far. Critics have warned excessive protein intake can strain the kidneys and cardiovascular system, doing more harm than good. So for protein brands, jumping on the proteinmaxxing bandwagon comes with substantial pitfalls.

For communicators, it’s a reminder that credibility in wellness marketing depends on evidence-based messaging. Aligning too quickly with an emerging trend – without verifying its long-term safety or consumer sentiment – can backfire.

The latest iteration of the trend – fibremaxxing – might be easier to digest, in more ways than one. Essentially, ‘fibremaxxing’ is about adding fibre to your meals where you can. That could mean topping a wholegrain piece of toast with banana and peanut butter, or serving a sweet potato with smokey beans.

Unlike proteinmaxxing, this trend has largely been backed by nutritionists. After all, 96% of UK adults were found to fall short of the recommended daily fibre intake of 30g in the government’s National Diet and Nutrition Survey 2019 to 2023.

So a mainstream trend that promotes fibre consumption is largely seen as a good thing. It had become something of a “forgotten macronutrient”, Prof Thomas Barber, consultant endocrinologist and professor of endocrinology at University Hospitals Coventry and Warwickshire NHS Trust and University of Warwick, told BBC Food.

What’s more, you’re unlikely to overdose on fibre. Items that are rich in fibre include beans, wholemeal pasta, rolled porridge oats and fruit & veg. It would be tricky to consume too many of those foods before getting full, nutritionists point out. So the only real danger comes from products that are artificially designed to be high in fibre, such as powders.

The relatively positive response has played into the hands of plant-based brands that are naturally rich in fibre. In September, Bol made an Instagram post explaining fibremaxxing and showing consumers how to add fibre into their daily routine. “We’re not one for food trends and nutrition fads,” it said. “But we are here for delicious, high-fibre food.”

Bold Bean Co was another brand to take the plunge. It suggested adding beans to a Caesar salad to increase fibre consumption. “That’s fibremaxxing, folks. And it’s pretty darn delicious,” it said. The responses were unilaterally positive: one user asked Bold Bean Co to stop posting simply because it makes them “salivate”.

It’s also a textbook example of smart brand positioning. Rather than manufacturing a connection to a viral movement, these brands have leaned into a trend that authentically aligns with their existing values and product benefits – a hallmark of effective marketing communication.

At Nexus PR, we’ve seen how well-executed wellness comms make a real difference. Our campaign with British Lion Eggs showed how creative storytelling and credible health messaging can boost both brand trust and consumer engagement.

So fibremaxxing might just deliver the holy grail for brands: a trend that is easy to follow, delicious to make and unproblematic to publicise.

For PR and marketing teams, fibremaxxing offers a rare opportunity – a wellness trend that aligns with public health advice, invites authentic brand storytelling, and avoids the reputational risks that usually come with nutrition fads. The key is to communicate substance over slogan – celebrating the behaviour change, not just the hashtag.

Ready to trend for the right reasons?

Let’s talk about how creativity, digital PR and social marketing can help you connect authentically – and make your message matter. Get in touch.

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