{ "title": "Colruyt Group Academy helps Belgians answer nature's call with a smile", "modified_at": "2026-10-12 07:14:12", "published_at": "2026-10-12 07:14:00", "url": "https://press.colruytgroup.com/colruyt-group-academy-helps-belgians-answer-natures-call-with-a-smile", "short_url": "http://prez.ly/9oie", "culture": "en", "language": "EN", "subtitle": "Launch of a practical guide and workshops featuring tips, recipes and expert insights on dietary fibre", "slug": "colruyt-group-academy-helps-belgians-answer-natures-call-with-a-smile", "body": "

Monday, October 12, 2026

Belgian adults consume an average of 16 grams of dietary fibre per day, considerably less than the recommended amount of around 30 grams. Yet fibre plays a vital role in healthy digestion, gut health and general wellbeing. Often, the shortfall is down to a lack of knowledge rather than a lack of willingness. With a comprehensive fibre guide and the campaign“Do you have a smiling pile of poo?”, Colruyt Group Academy aims to raise awareness of the importance of fibre in an accessible and user-friendly way, whilst helping people make a step-by-step transition to a diet richer in fibre. Expert and doctor Magali Surmont is also putting her shoulders under the the initiative.

Insufficient daily fibre intake: not a lack of willingness, but a lack of knowledge

Although nutritionists recommend eating around 25 to 30 grams of fibre a day, many people do not meet this guideline: Belgian adults consume an average of 16 grams of dietary fibre per day. This is according to figures from Sciensano and the Superior Health Council*. This is often less to do with a lack of willingness than with habits, a lack of time or a lack of understanding of which foods are rich in fibre.

“Many people do know that fibre is important, but they don’t always know how to ensure they eat enough of it in practice. Making a few conscious choices in your daily diet can already make a big difference. Those who opt for wholemeal products more often, eat plenty of fruit and vegetables every day and regularly include nuts or seeds in their diet can already noticeably increase their fibre intake. That 30 grams is often easier to achieve than you mightthink,” says Ivyn Degeest, a dietitian at Colruyt Group.

Magali Surmont, a doctor in the gastroenterology department at UZ Brussel and author of *Met de billen bloot*, agrees and adds:“Eating more fibre has proven benefits: a lower risk of diabetes and cardiovascular disease, a reduced risk of cancers such as bowel cancer, more regular bowel movements, and even an indirect effect on body weight.”

Gut health is – quite rightly – receiving increasing attention

Within the scientific community, too, there is growing recognition of the importance of a high-fibre diet. According to Dr Magali Surmont, the subject deserves more attention in the public debate:“The relationship between diet and gut health is becoming increasingly well understood. Eating enough fibre is one of the most accessible ways in which people can contribute to their health on a daily basis. There are many ways to eat more fibre. Did you know, for example, that cooled potatoes are an underrated source of fibre? Hot potatoes are full of starch, but when you cool them down, some of the starch becomes resistant, and resistant starch is a form of fibre. Berries and raspberries are a good choice, as are chia seeds and chickpeas, or popcorn, for example. The key is to make a conscious choice to include them in your diet. And that’s where the problem sometimes lies.”

From knowing to doing

To help consumers with this and to tackle that lack of awareness, Colruyt Group Academy is launching the campaign “Do you have a smiling pile of poo?”. At the heart of the campaign is a digital guide setting out five practical steps to eating more fibre-rich foods. The guide is based on one simple observation: eating a high-fibre diet doesn’t have to be complicated. Through five practical steps, readers will discover, amongst other things, which foods are naturally rich in fibre, how they can make smart substitutions in their daily diet, and how they can increase their fibre intake using simple recipes.“Above all, we want to show that eating more fibre can be both achievable and tasty,” says Ivyn Degeest, who played an active role in producing the fibre guide.

This autumn, the Colruyt Group Academy is also launching specific cookery workshops, talks and webinars on the subject. On 24 November, Magali Surmont will be hosting a free interactive webinar organised by the Colruyt Group Academy on fibre, gut health and practical ways to incorporate it into your daily diet.

A broader commitment to healthier choices with Colruyt Group

The Colruyt Group Academy campaign forms part of the wider belief held by the Colruyt Group retail group that it has an important role to play in offering products and services in the field of health and prevention. The group’s other brands are also actively involved in promoting fibre intake. Foodbag is making efforts regarding fibre, for example by offering sufficient vegetables and wholemeal products (More fibre on your plate? | Foodbag), whilst at Bio-Planet, fibre has been included in their health charter (Fibre | Bio-Planet, your organic supermarket).

At Colruyt and Okay, a project is underway to consciously shift the fresh bread range towards higher fibre content by, for example, adding new types of bread or increasing the proportion of wholemeal flour. In addition, Boni is systematically rolling out a ‘fibre meter’ on its packaging to provide customers with more information about the amount of fibre in the product. Jims is also playing its part in this initiative: sufficient exercise ensures that the body processes fibre more effectively.

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Further information, tips, recipes and the digital guide are available via the campaign: \u200b https://www.colruytgroupacademy.be/nl/c/doe-lachend-een-kakske

*According to Sciensano’s 2022–2023 National Food Consumption Survey, the average dietary fibre intake among Belgian adults is 17 grams per day. The Superior Health Council recommends that adults consume around 30 grams of dietary fibre per day. https://www.sciensano.be/sites/default/files/fcs_nl_bulletin_5_v4_final.pdf

 

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