In this paper, a novel data hiding technique is proposed, as an improvement over the Fibonacci LSB data-hiding technique proposed by Battisti et al. [1]. First we mathematically model and generalize our approach. Then we propose our novel technique, based on decomposition of a number (pixel-value) in sum of prime numbers. The particular representation generates a different set of (virtual) bit-planes altogether, suitable for embedding purposes. They not only allow one to embed secret message in higher bitplanes but also do it without much distortion, with a much better stego-image quality, and in a reliable and secured manner, guaranteeing efficient retrieval of secret message. A comparative performance study between the classical Least Significant Bit (LSB) method, the Fibonacci LSB data-hiding technique and our proposed schemes has been done. Analysis indicates that image quality of the stego-image hidden by the technique using Fibonacci decomposition improves against that using sim...