The French magazine Grazia is reportedly promoting a diet in which you pretend to eat while those around you think that you're participating in their foodie ways--you're not supposed to actually ingest anything. Supposedly, the diet was inspired by a Dolce & Gabbana ad campaign in which Madonna only pretended to eat.
The magazine features a recipe for 'la soupe à l’eau' or 'water soup.' Rumor has it that it's okay to add salt.
Dieters are encouraged to binge on oxygen at oxygen bars, which is good since going without food is dangerous, but going without breathing is even more quickly fatal.
Why This Trend Is Growing
- Fad Diets
- The fad diet trend opens an opportunity for new diet innovations.
- Social Eating Experiences
- New social experiences can emerge around eating and dieting that do not require actual ingestion of food.
- Alternative Weight Loss Strategies
- Alternative and unconventional weight loss strategies are emerging such as this French air diet.
Industries Being Reshaped
- Health and Wellness
- Health and wellness industry can explore unconventional yet effective diet plans.
- Food and Beverage
- Food and beverage industry can cater to new social eating experiences where food is not consumed.
- Entertainment
- The entertainment industry can explore new forms of entertainment centered around unconventional weight loss methods.
