Stroll down any supermarket cereal aisle and you’d expect to see fibre claims abound. But it is hard to miss the latest nutrition buzzword’s rapid spread beyond bran and into bread, dairy, snacks and drinks.

From cereals and snack bars to yoghurts and functional drinks, high-fibre claims are appearing on packs at an unprecedented rate as brands rush to capitalise on growing consumer interest in gut health.

The shift reflects a broader change in how shoppers think about digestive wellbeing. While probiotics, kefir and fermented foods dominated the first wave of the gut health boom, fibre is increasingly emerging as the nutrient consumers are actively seeking out.