The food-swap guide, from the publishers of the men’s magazine, has already sold more than 8 million copies in the US and has helped millions worldwide (men and women alike) to lose weight.
Eat This, Not That! 2012 UK Edition, features nutritional analysis of favourite supermarket products and dishes from the country’s top restaurant chains. Yet, unlike traditional diet books, it never tells readers to avoid certain foods or restaurants, instead it directs them to healthier versions of the same dishes, or surprising menu choices that will slash calories.
For example, Eat This, Not That! will tell readers:
• If they eat a Big Mac from McDonald’s, not a Whopper with Cheese from Burger King, they’ll save more than 240 calories and nearly 20g of fat
• If they’re at Pret a Manger and they eat a Wiltshire Cured Ham & Pret Pickle Sandwich with Rock Salt Popcorn, not an All Day Breakfast with Curry Lime Crisps, they’ll save 383 calories and 32.2g of fat
• Or if they’ve been to Tesco and are about to eat their Finest Lamb Shank, not their Lamb Shank with Mint Gravy, they’ll be saving a 181 calories and 8g of fat
The UK’s first ever Eat This, Not That! is packed with hundreds more food swaps like this that will save readers thousands of calories every week. In total there are 335 pages packed with cutting-edge nutritional advice, which also includes delicious recipes, a guide to fruit and veg and a section on how to help children to eat well. Readers will have their nutritional knowledge raised to such an extent that they’ll soon find picking healthier options, wherever they are eating, is second nature.
Creative Development Director of publishers Hearst-Rodale UK Morgan Rees describes Eat This, Not That! as a tool designed for men and women to make smart food choices easier. Not a cover-to-cover read, but a personal reference guide, providing healthy suggestions to help readers strip away extra pounds and stay lean for life.
Morgan Rees says, “Men’s Health readers want the latest expert health and fitness advice, and Eat This, Not That! is the ultimate, smart food-swap guide, designed to cut hundreds, even thousands of calories from daily food intakes. Weight loss isn’t just a matter of how you look, it’s a matter of health and wellbeing and we believe Eat This, Not That! encapsulates all of this and more.”
Group Publishing Director Alun Williams says, “Nutrition is one of our core content pillars and judging by the global success of Eat This, Not That! it is a natural step for us to launch a new 2012 edition in the UK, solely devoted to this subject area. In 2012 we’ll continue to look to build on the success of the Men's Health brand and leverage our number one position in the men's lifestyle market.”
Men’s Health has launched a number of highly successful brand extensions. In addition to the Men’s Health Manual series and the Men’s Health Training Pro iPhone app, which continue to be huge successes, the magazine recorded its highest-ever advertising revenue for the November 2011 issue.
Eat This, Not That! can be purchased online for £9.99 at www.hearstsubs.co.uk/mh/bk79
For more information visit www.menshealth.co.uk/books
