The “cult of celebrity,” social media, and antiquated machismo ideals have men across the pond embarrassed to admit they are dieting. In a study conducted by the UK’s Canadean Custom Solutions (CCS), researchers found that one third of British males were on a diet—nearly 10 million. Out of that large swath, CCS found only 21 percent of the dieting men felt confident buying weight loss products at grocery and health stores. The feeling of shame was bloody-well present in the 18-24 demographic, where 67 percent of young men felt emasculated while dieting.
Young Brits have good reason to diet—17 percent of them are obese. But the manner in which weight loss products are being branded doesn’t speak to young men. Michael Hughes, Research Manager at CCS, said, “The dieting market is predominantly associated with females because of the way in which products are positioned and the celebrities used to endorse products, brands and dieting regimes.” He claims that if pro athletes were used to market diet products, males would be more likely to purchase them, as that strategy has worked to encourage guys in the UK to get regular health screenings.
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Lisa Fox, 49, of Allen, Texas was an active and healthy child growing up. A lack of video games and computers in the 60s and 70s led her to constantly be outdoors, riding bikes and playing with friends. Despite a fairly healthy diet of mainly home-cooked meals, Lisa’s issues with food began early on as she would frequently overindulge when she really enjoyed something.
A little on the heavy side from grade school on, Lisa’s weight didn’t become a real issue until she reached her 30s and 40s when her poor diet and inactivity began to catch up with her. Snacking was her downfall, often reaching for things like chips and desserts. And for meals she loved anything covered in cheese and cream sauces. These unhealthy habits meant the fruits and vegetables she purchased would often go to waste as she rarely chose to eat them over more indulgent options.
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It’s been long established by now that fitness and weight loss goals are more successful when there’s accountability. Diet Chef, a UK-based company, is tapping in to that truth to help users lose more weight by encouraging them to do so with a partner. The program is called Diet Together.
Diet Chef is a calorie controlled food delivery diet program. They have been helping people lose weight through portion controlled meals that come delivered right to the home.
After a user fills out a profile, the experts at the company determine whether one should be on a 1,500 or 1,200 calories-per-day plan. Once the meals are selected, the perfectly portioned and calorie counted foods come to the door and users can begin eating healthy portioned foods to aid in their weight loss journey.
Since the program has seen so much success they wanted to up the game by offering a deal for users who sign up with a friend. Since partners seem to see even better results in a weight loss plan, Diet Together allows for friends and family to get a discount on Diet Chef food. The tailored program will encourage more “teams” to sign up and help each other accomplish their goals. All users have to do is place a second order on top of their own food order to receive 20% off both deliveries.
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