Every new year, amidst resolutions of weight loss and newfound fitness, fad diets come back to the fore, dominating our social media feeds. These diets are no new thing. Anyone above a certain age will remember the Atkins, ketogenic and Mediterranean diet fads; the mid-2010s saw juice-based ‘detox’ diets take centre stage; and now, in the internet age, the fad diet has found interesting and sometimes strange ways to reinvent itself, such as the palaeolithic diet that has gained popularity through hyper-masculine corners of the internet. The names may change, but one constant is the reoccurrence of their popularity, and the inevitable backlash.