Kellogg's aims to "smash" the "brown, boring and dull" image of high-fibre foods with a chocolatey cereal bar range it hopes will hit £10m in first-year sales.

Fibre Plus, which comes in milk chocolate and dark chocolate & almond flavours (rsp: £1.79), is an oat-based bar that Kellogg's claims provides 20% of the RDA of fibre. It is targeted at health-conscious women who crave chocolate.

"There is a perception fibre tastes brown, boring and dull," said brand manager Dave Hughes. "We are about to smash these preconceptions."