Because we’re about healthy, intuitive eating, not dieting.

Most people associate the word ‘diet’ with a fad of some kind, or look at ‘dieting’ as something to be endured in order to lose weight.

The dictionary defines the word diet as follows:

1. the kinds of food that a person, animal, or community habitually eats: a wholefood diet.
2. a special course of food to which a person restricts themselves, either to lose weight or for medical reasons: I’m going on a diet.

Number 1 is fitnaturally.

We’re not selling any additional products like supplements, bars, shakes or powders, just education, community and knowledge about what to eat for a healthy life. We don’t bamboozle you with calorie counting or a points system or talk about ‘free foods’. No food groups are restricted. We always recommend full fat products, shopping locally and seasonally for organic, high-welfare products. Many of our clients have started making their own sourdough bread too.

Read our diet review series for a more in-depth look and how fitnaturally differs from mainstream diet companies.

The only thing that could come close to being a restriction (but it really isn’t) on our plans is portion sizes. Most of us overestimate the amount of food we need to eat – and there is often social pressure to eat more than you need. Our plans will help to intuitively know what is the right amount of food.

Eating intuitively using a wide variety of natural, unprocessed foods in the correct amount, mostly plants.

In practice it's a little bit more nuanced than this, but that sums us up quite well.

It’s a carefully created meal plan for the week, Monday to Sunday, which we upload to your account each Wednesday.

You have two choices for breakfast and up to four options for lunch and dinner including very simple options if you’re pushed for time.

Decide on the option you want each day, click or tap any links to see the recipes and make a note of the ingredients for your shopping list.

We ensure each plan includes a huge variety of easy-to-make meals using natural foods as much as possible, providing all the nutrients your body needs.

Everyone!

Our customers include men, women, students, retired people, executives, sportspeople, shift workers, single people, families, you name it!

There are so many options within our eatnaturally plan that it will suit almost every dietary preference except vegan.

If you have a lot of food dislikes, a complex work or home life, or just need some additional support, then our eatnaturally bespoke plan is what you need.

If you have a young family you should check out our eatnaturally for families plan.

It works because we give you exactly the energy and nutrients your body needs and nothing it doesn’t.

And we do this using next to no processed food whilst also whole-heartedly recommending the use of real butter, whole milk and full fat everything. Frankly, life’s too short to eat low-fat yoghurt or spread manufactured gloop on your toast.

We don't focus on weight-loss, though of course it's a factor. We focus on health in the context of your life. 

Our aim is to help you find your own healthy sweet spot in an intuitive and sustainable way. Follow our meal plan and portion guidance and you will become your healthiest.

Weight-loss from a set of scales is a very flaky metric in isolation. At fitnaturally we look at body fat percentage, taking account of waist/hip size and clothes-feel, all of which helps form a more complete picture of your overall body composition and health.

We don't focus on weight with our eatnaturally for everyone plan – we focus on happiness and enjoyment of the right amount of delicious food, the happy side effect of which is weight loss.

Having said that, following our plan you can expect to lose around 1lb of body fat per week until you hit your own healthy sweet spot.

You may lose at little bit more in the first couple of weeks but as your body settles into a change of your eating habits, then you should lose around 1lb per week until you get close to your goal weight and fat percentage.

Your goal weight and fat percentage will vary depending on your age, height and gender.

If you have a specific health condition that affects your eating you need to see a registered dietician for advice.

All our plans include specific versions for meat, veggie, and veggie-fish eaters. You choose your preference during the registration process.

From January 2020 we introduced a separate vegan plan called eatnaturally plant-based. This is not a weight loss plan per se, instead it gives you a sound nutritional basis to eat three good meals a day. You will build a repertoire of delicious vegan meals that supply a great range of nutrients, along with professional advice as to how to address any potential deficiencies.