The Real Food Plan (they want to ban…)

You may have seen the report in today’s Daily Mail about the Advertising Standards Authority trying to ban us at the Simple As Fat diet from claiming that Low Carb High Fat (LCHF) eating like our 90 day plan, can reverse Type 2 Diabetes, obesity and even erectile disfunction.

Well just for the record – Our Plan Can, has done, and is doing so right now!

Thousands of people around the World are living proof that this form of eating works. It helps obese people to lose weight. It gets Type 2 diabetic people off medication, and it improves overall wellbeing.

We are not selling a diet or a magic pill or a product we are simply encouraging a shift in lifestyle, which moves people back to eating real food, cooked from scratch.

Leading Cardiologist Dr Aseem Malhotra made this exact point today, when he was asked for a quote by the Daily Mail.

His quote appeared in their article in the following form…

“He [Jon Gaunt] received some backing for his claims from Aseem Malhotra, an NHS cardiologist who said, “A low carbohydrate dietary pattern such as one promoted by Jon Gaunt is not only safe and effective at reducing weight and manging diabetes but is far superior to traditional low-fat approaches.”

The Mail then illustrated their article with a picture of a fry up including bread and baked beans which of course we do not eat on a Low Carb High Fat diet!

And of course they topped off the image of the wrong food with a picture of me from about 15 years ago, before I’d lost any weight!

What is interesting here is that the quote from Dr Aseem Malhotra was lot longer and stronger.

The actual, full quote, which Aseem has personally sent to us today, in the interests of transparency, is the following…

“This unfortunate ruling by the ASA is a symptom of a system failure which only serves to exacerbate the epidemic of misinformation on diet and health. The totality of up to date evidence reveals that a low carbohydrate dietary pattern such as one promoted by Jon Gaunt is not only safe and effective at reducing weight and managing diabetes but is far superior to traditional ‘low fat’ approaches. The ASA do a huge disservice to the public by not going after the real culprits behind the obesity and type 2 diabetes epidemics; big food corporations that market with impunity ultra-processed foods and drinks without adequate health warnings. I tell all my patients in the NHS – Avoid any food marketed as ‘low fat’ or ‘proven to lower cholesterol’ as it’s likely to cause more damage to health than benefit.”

Above pic: Jon Gaunt and Dr. Aseem Malhotra at a medical conference in 2018.

Just for your information – the ASA is not a statutory body or a Government regulator like some other quangos like OFCOM.

The ASA is a privately-owned limited company that is supported financially by advertisers who pay an undisclosed tariff to maintain it.

It is a self-appointed industry body and industry regulator. Obviously major food and pharmaceutical companies (and their PR and advertising agencies) are amongst those who finance the ASA – the amount is never disclosed but it is a fact that major food companies like Unilever and Heinz are either directly or indirectly, donors.

With all this in mind, one has to wonder, just why Simple as Fat is the plan they want to ban?

Visit Simple as Fat at

Read the original Daily Mail article here:

Now Boris Beat Obesity!

Now Boris Beat Obesity!

Have a read of Jon Gaunt’s Sputnik column about Boris Johnson’s drive to cut obesity: Boris has declared the next front in his ‘war’ against Covid-19 is obesity and I’m backing him 100 percent. The Prime Minister’s dice with death and time spent in intensive care has evidently changed his mind-set when it comes to […]

To access this post, you must purchase Yearly Membership, Yearly Membership Full or Monthly Membership.

No Time for Breakfast?

No Time for Breakfast?

I have to say that skipping breakfast could be a major reason for your weight gain. (and mine!)