As for the substance, it’s been getting results since Atkins was a twinkle in Jennifer Aniston’s eye. But the re-brand includes WellnessWins - rewards for small, positive behaviours which are proven to lead to healthier habits - as well as FitPoints – a system designed to encourage activity choices based on what will have the healthiest impact on you.

On a ketogenic diet, your entire body switches its fuel supply to run mostly on fat, burning fat 24-7. When insulin levels become very low, fat burning can increase dramatically. It becomes easier to access your fat stores to burn them off. This is great if you’re trying to lose weight, but there are also other less obvious benefits, such as less hunger and a steady supply of energy. This may help keep you alert and focused.

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