It’s Time To Be Smarter With ‘Carbs’

Why the Ozempic era is driving a new fibre-first trend 

After years of being demonised by dieters, carbohydrates could be making a comeback but in a much smarter form – FIBRE.

Health experts say the rapid rise of weight-loss injections such as Ozempic, Wegovy and Mounjaro is quietly reshaping how people eat, with many consumers moving away from strict no-carb diets and instead embracing what nutritionists are calling “fibre-first carbs.”

The shift reflects a growing focus on nutrient-dense foods that deliver fibre, protein and slow-release energy, particularly as appetite-suppressing medications dramatically reduce how much people eat.

Rather than cutting out “carbs” entirely, HeyLO! nutritionist Victoria Malcolm says people now need to rethink how they see carbohydrates, focus on carbohydrates that are going to benefit the body – not raise blood sugar.

She said: “Fibre is technically a type of carbohydrate, but unlike other carbs it isn’t fully digested. Instead, it supports gut health, digestion and fullness without significantly raising blood sugar.”

By prioritising high-fibre breads, whole grains, legumes and seeded products many will find they remain fuller for longer while supporting gut health.

For a long time, Keto and low carb diets have dominated health trends. But the rise of GLP-1 weight-loss medications is beginning to change that conversation for products like HeyLO! which also offer low carbs and high fibre.

Victoria Malcolm added: “With these medications many people can struggle to consume enough essential nutrients, particularly fibre, which plays a vital role in digestion and long-term metabolic health. While fibre is a carb it doesn’t act like a carb in the body – it offers so much more. Shifting the focus from ‘removing carbs’ to choosing better carbohydrates.

“For people using weight-loss injections fibre is not only essential to good digestive health, it also helps regulate blood sugar and promotes longer-lasting fullness.”

Research also suggests fibre can stimulate gut hormones linked to appetite regulation, reinforcing the satiety effects experienced when taking GLP-1 medications.

The growing popularity of weight-loss injections is also encouraging a wider shift away from extreme dieting towards more balanced eating habits.

Victoria continued: “In the Ozempic era, carbohydrates aren’t disappearing from our diets. As appetite-suppressing medications become more common, people are increasingly looking for foods that deliver more nutrition per bite, and fibre-rich plays an important role in that. Ultimately, whether someone is using weight-loss medication or not, fibre-first carbohydrates are becoming the smarter way to include carbs in a balanced diet.”

Founder of HeyLO! Functional bakery, Heidi Normanton, who kicked off 2026 by encouraging Brits to embrace food freedom in her 90-day low-carb challenge, added:

“We’re seeing a real shift away from extreme dieting and towards smarter carbohydrates. People still want bread, bagels and wraps – but they want options that deliver more nutrition and keep them fuller for longer. High-fibre, protein-rich bakery products are becoming increasingly important for people looking to balance weight management with food enjoyment.”

The HeyLO! range includes several fibre-focused bakery products designed to deliver balanced nutrition in everyday meals, including its Super Seeded Loaf, Seeded Bagels, and Low-Carb Flatbreads – all created to provide the familiarity of traditional bakery staples while supporting a more balanced approach to carbohydrates.