Nutrition experts have launched a new campaign to promote the health benefits of the world's 'original supernutrient' - fibre.
According to health experts, consumers should go for fibre instead of so-called 'superfoods'.
They warned that Britons are not eating anywhere near the daily recommended amount.
Guidelines recommend that adults should eat 25g of fibre per day, but seven in ten men, and almost nine in ten women, do not get enough.
"The health benefits of making sure we have enough fibre in our diet really can't be ignored any longer. It's not difficult to incorporate more fibre-rich foods into our daily routine, whether it's through starting the day with a bran cereal or swapping from white to wholemeal bread. A high-fibre diet can help with everything from your weight to your heart health," Scotsman quoted Dr Sarah Jarvis, a GP, as saying.
A report, titled The New F-Word, has been issued from the Fibre Foundation, a new group health and nutrition experts.
According to the report, the average Briton consumes 13g of fibre a day.
Doubling this could decrease the risk of bowel cancer by 40 per cent and women eating more than 30g of fibre a day can also help to halve the chances of developing breast cancer.
Fibre can reduce the risk of developing diabetes by a third, and help provide a healthier heart and digestive system.
Experts said that fibre helps to regulate blood fats and blood pressure, as well as slow the release of sugars into the blood stream.
For every 10g more fibre eaten every day, the risk of heart disease can fall by 14 per cent, they added.