As a side note - it's quite difficult to find white fiber cables. They're all bright colour so that nobody cuts them accidentally but I don't want a pink line running along the walls haha
It is flat and thin enough you can stick it on top of skirting boards/etc with tiny dabs of hot glue.
I had found that brand when I was looking a month ago and it was out of stock everywhere
Depending on the media converter pair you're using, you probably want UPC instead of APC. I also found that the cheapest generic bidi media converters tend to be SC, so I want with a 30m pre-terminated SC/UPC cable. Total cost (cable plus media converters) was about £30.
Alternatively, you can order a custom 30+m white 0.9mm cable from FS: https://www.fs.com/uk/products/12285.html Lead time is fairly long.