fats

But many traditional diets are being displaced by ultra-processed foods, often high in sugar, starch, salt, unhealthy fats and additives.

“There’s a tremendous amount of emerging science that talks about the need for more protein in our diet and more fats in our diet. And there’s no industry that does that better than this industry.”

In addition to weight loss, participants also benefited from reductions in cholesterol, blood fats and blood pressure.

As the company cannot use dairy fats, it has had to "optimise" plant-derived fats to make them taste better.

“That involves taking a natural cheese, like cheddar, melting it down and adding other stuff to it — fats, oils, water, emulsifiers — to turn it into a liquid mass that’s then cooled and sliced.”