I'm going to make a prediction for the next hot label claim. I'm semi-serious about this; it's partly a claim I would really like to see more, instead of silly things like "no refined sugar" and "natural", which are just nonsense. It's also a claim I truly think we will start to see on more and more foods in coming months and years as the importance of this particular thing starts to sink into our general consciousness. It's this: high fibre.

Fibre hasn't been a particularly sexy thing to talk about in recent times. We kind of know it's