So the trick with cholesterol is not to eliminate it but to maintain it at a healthy level. One way to do so is to eat a lot of fiber, or roughage. Fiber is the material in fruits, vegetables, and other plant foods that the body cannot fully break down. It contains no calories and no vitamins, but it helps to lower cholesterol and slows the rate at which sugar gets into the bloodstream and is then turned into fat by the liver, among many other benefits.