a diet by any other name is still a diet.

how dumb do i look?

i rec'd an email this morning from the South Beach Diet website with the subject line:

STOP DIETING, START LIVING.

um... think they saw those Weight Watchers's ads and panicked?

i clicked over to their website to investigate:

The South Beach Diet is more than a diet — it's a way of life. "Food is meant to be enjoyed, even savored. That's what makes the South Beach Diet a lifestyle and what differentiates us from other healthy eating plans," says Dr. Arthur Agatston, preventive cardiologist and author of The South Beach Diet and The South Beach Heart Health Revolution.

ah... so it's an EATING PLAN, not a diet. i don't know if any of you have ever done the South Beach Diet, but i have, and it certainly felt like dieting to me. it's very restricted, especially the first two weeks. NO CARROTS, NO BEETS, NO CORN, NO POTATOES, NO BREAD, NO PEAS (among many others). it's not an awful diet - it's not all grapefruits or all cabbage soup all of the time - but again, i don't feel like it teaches you about listening to your body and it's needs. it directs and restricts and forbids, it does not instruct. you can read more about it here.

Because of Dr. Agatston's healthy lifestyle philosophy, beginning this month South Beach Diet foods from Kraft will be known as South Beach Living foods. The name change is a true reflection of Dr. Agatston's desire to encourage people to adopt lifelong healthy eating habits...

"My goal has always been to change the way America eats. Now I have an even larger goal: to change the way America lives." That's why he (Dr. Agatston) brings you South Beach Living foods from Kraft.

here, the ingredients in one of Kraft's South Beach Living foods, a Turkey and Bacon Club Refrigerated Wrap Kit (who needs a kit to make a wrap?).

Ingredients: OVEN ROASTED TURKEY BREAST - CURED - TURKEY BREAST, WATER, CONTAINS LESS THAN 2% OF MODIFIED CORN STARCH, SALT, POTASSIUM LACTATE, SUGAR, SODIUM PHOSPHATES, SODIUM DIACETATE, SODIUM ERYTHORBATE (MADE FROM SUGAR), SODIUM NITRITE, NATURAL AND ARTIFICIAL FLAVOR. SUGAR FREE STRAWBERRY GELATIN - ARTIFICIALLY FLAVORED - WATER, GELATIN, ADIPIC ACID (FOR TARTNESS), SODIUM CITRATE (CONTROLS ACIDITY), CITRIC ACID (FOR TARTNESS), ASPARTAME** AND ACESULFAME POTASSIUM (SWEETENERS), SALT, RED 40, ARTIFICIAL FLAVOR. **PHENYLKETONURICS: CONTAINS PHENYLALANINE. WHEAT TORTILLAS - WATER, MODIFIED WHEAT STARCH, WHOLE WHEAT FLOUR, VITAL WHEAT GLUTEN, PALM OIL, CELLULOSE POWDER, WHEAT PROTEIN ISOLATE, CONTAINS LESS THAN 2% OF SALT, LEAVENING (SODIUM BICARBONATE, SODIUM ACID PYROPHOSPHATE), CELLULOSE GUM, DISTILLED MONOGLYCERIDES, WHEAT STARCH, ALPHA AMYLASE, PRESERVATIVES (CALCIUM PROPIONATE, SORBIC ACID, FUMARIC ACID, SODIUM METABISULFITE), CANOLA OIL, TRIGLYCERIDES, ARTIFICIAL FLAVOR, CARAMEL COLOR, SUCRALOSE. CONTAINS WHEAT, SULFITES. CHEESE BLEND - 2% MILK NATURAL REDUCED FAT MOZZARELLA CHEESE (PASTEURIZED PART-SKIM MILK, CHEESE CULTURE, SALT, ENZYMES, VITAMIN A PALMITATE), NATURAL NONFAT CHEDDAR CHEESE...

no carrots, no beets, no corn, no potatoes, no bread, no peas... but distilled monoglycerides are just fine.