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An extreme version of the caveman-inspired Paleo diet is fast becoming the next 'it' weight-loss program to follow.
The month-long Whole30 plan prohibits the consumption of sugar, beans of all kinds, peas, chickpeas, lentils, peanuts, grains, dairy, and even some Paleo-approved foods like alcohol and honey.
It also forbids people from weighing or measuring their bodies for the duration. Currently on Instagram there are more than 225,000 posts bearing the hashtag Whole30, while Atkins in comparison, only has 69,484 posts.
Forget the wraps: The Whole30 diet forbids grains so this taco features a lettuce leaf instead
Paleo tops the charts however, with more than 1.8 million entries.
The Whole30 diet was developed in 2009 by Utah-based sports nutritionists Melissa and Dallas Hartwig and it has steadily risen in popularity over recent years.
Indeed, the Whole30 website claims that it now gets one million hits a month from people in 100 countries.
THE WHOLE30 DIET: SHOPPING LIST
BANNED
Sugar of any kind, beans of all kinds, peas, chickpeas, lentils, peanuts, grains, dairy, all forms of soy, alcohol, white potatoes, carrageenan, MSG or sulfites
ALLOWED
Meat, seafood, eggs, vegetables, vinegar, fruit, clarified butter, ghee, coconut milk, Extra-Virgin olive oil, macadamia butter *limit intake of dried foods, nuts and seeds
Sugar of any kind, beans of all kinds, peas, chickpeas, lentils, peanuts, grains, dairy, all forms of soy, alcohol, white potatoes, carrageenan, MSG or sulfites
ALLOWED
Meat, seafood, eggs, vegetables, vinegar, fruit, clarified butter, ghee, coconut milk, Extra-Virgin olive oil, macadamia butter *limit intake of dried foods, nuts and seeds
The Hartwigs say that the program is designed to help men and women 'put an end to unhealthy cravings and habits, restore a healthy metabolism, heal [the] digestive tract, and balance [the] immune system.'
Dieters are issued with a shopping list which only allows for meat, seafood, eggs, vegetables, fruit and certain fats such as clarified butter or ghee.
Organic versions of foods are preferred although alternatives are allowed for. For example, shoppers can opt for store-bought chicken, turkey and duck as long as the cuts of meat are skinless.
On their website the Hartwigs note: 'Eat foods with very few ingredients, all pronounceable ingredients, or better yet, no ingredients listed at all because they’re totally natural and unprocessed.'
On the menu: This shot on the Whole30 Instagram page shows a breakfast burrito with eggs and avocado wrapped in organic ham and 'seared in coconut oil'
THE WHOLE30 DIET: MENU INSPIRATION
Vegetable soup topped with a fried or poached egg
Ham burritos stuffed with egg and avocado and seared in coconut oil
Broiled grapefruit with basil and coconut
Roast beef over kale and cauliflower, tossed in lime juice
Baked sweet potato with lettuce, chicken and grilled onions
Jalapeno halves stuffed with shrimp and wrapped in bacon
Poached salmon, blanched beans and squash mash
Bacon, heirloom tomato, and basil frittata
Fig and balsamic roasted chicken
*Ideas from instagram/whole30
Three meals a day are required with no snacking in-between.
On Instagram, the official Whole30 page has dozens of photographs offering recipe inspiration. One image shows a taco made with a lettuce leaf instead of a wheat wrap.
Another shot features a breakfast burrito with eggs and avocado wrapped in organic ham and 'seared in coconut oil.'
However, some commenters believe the program is still too strict to maintain for a full month.
Justin Sedor, a writer for Refinery 29, jokes that the 'Whole30 diet has officially become a thing and it makes the caveman plan look like an all-you-can-eat buffet.'
But the Hartwigs insist it just takes a bit of willpower to follow their plan.
They conclude on their site: 'It is not hard. Don’t you dare tell us this is hard. Beating cancer is hard. Birthing a baby is hard. Losing a parent is hard. Drinking your coffee black. Is. Not. Hard.
'You’ve done harder things than this, and you have no excuse not to complete the program as written. It’s only thirty days, and it’s for the most important health cause on earth - the only physical body you will ever have in this lifetime.'
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