Procter & Gamble has launched a 100% natural vegetable supplement to fill what it calls a 'fibre gap' in the UK market. Fibresure Powder, which is made from inulin - a natural vegetable fibre derived from chicory root - can be added to almost any food and drink and can also be used in baking and cooking. The aim is to help people consume their recommended daily intake of fibre. According to research used by P&G, at the moment only one in five of the UK population achieve this. "Fibre has become the forgotten piece of the jigsaw, with current estimates showing that the average adult consumes only 12-14g per day, yet, to maintain a healthy diet, the recommended amount is 24g," said brand manager Julia Redman. One of the reasons behind the UK's fibre gap could be a lack of knowledge about the fibre content of fruit and veg, she added. The product, which will be supported with TV and in-store activity, is available in tubs or stick packs.