The original book series was developed from a column from Men's Health magazine written by David Zinczenko and Matt Goulding.

The franchise now includes a website, quarterly magazine, videos, e-books and downloadable PDFs.

brands itself as the "No-diet weight loss solution" and provides recommendations regarding food choices with the aim of improving health.

For instance, in a comparison of choices for a child's Easter basket, I can't figure out why Jelly Belly Jelly Beans, with 150 calories (630 kJ), are an 'eat this' while Marshmallow Peeps, with 140 calories (590 kJ), are a 'not that.

'"[3] Dawn Jackson Blatner, the spokeswoman for the American Dietetic Association, said in USA Today, "There are several healthful options for the restaurants.