Rye January campaign urges simple bread swap as knowledge gap around additives is revealed
Move over Veganuary and Dry January — 2026 welcomes Rye January, a new nationwide campaign from organic food brand Biona, encouraging Brits to swap ultra-processed sliced bread for traditional rye. Supported by TV doctor and The Doctor’s Kitchen founder Dr Rupy Aujla, the campaign highlights growing concern that one of the UK’s most commonly eaten foods is also among the most heavily processed.
New research released by Biona shows that nearly three-quarters of Brits (73%) cannot identify the 10 most common additives and preservatives found in everyday sliced bread. Even more striking, 93% were unaware that the average loaf can contain up to 19 additives and preservatives, with 40% believing the number to be fewer than 10 ingredients.
Bread has now become the most processed food eaten daily for one in seven people (12%) in the UK, despite more than a third of Brits (36%) actively trying to reduce their intake of ultra-processed foods (UPFs).
Biona’s Rye January challenge invites consumers to replace their usual bread with traditional rye bread throughout January and share their experiences online. Research shows that rye bread can support better blood sugar control, reduce cholesterol levels by up to 14%, and help people feel fuller for longer thanks to its high-fibre, low-GI profile. Participants are encouraged to monitor changes in energy levels, digestion and hunger.
Dr Rupy Aujla commented:
“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, and keeps you fuller for longer while providing a good source of protein, vitamins and minerals. It’s also fermented, wheat- and yeast-free, making it a brilliant real food to add to your diet. Biona’s rye bread wins for me as it contains only four organic ingredients – just like bread should be.”
The campaign arrives at a time when almost half of Brits (46%) say they are concerned about what’s really in their daily bread, while 43% want loaves with as few preservatives and additives as possible. Nearly a third (29%) say they are increasingly focused on understanding the chemicals in their diet, making Rye January especially timely.
Rye bread, part of the sourdough family, continues to grow in popularity, with 29% of Brits having tried it. Biona’s rye bread is produced using a traditional fermentation process and contains just four organic ingredients. It is yeast-, wheat- and dairy-free.
Biona’s rye bread (RRP £2.69) is available from Tesco, independent health food stores, Ocado, Amazon, and online at www.biona.co.uk. Consumers are invited to take part and share their journey using #RyeJanuary.