Ex-vegan turned carnivore Isabella Ma, better known to her nearly half a million followers on Instagram as @steakandbuttergal, has glowing skin and a flat stomach. She looks directly at the camera as she chomps down on an entire stick of butter. It's part of her high fat carnivore diet to which she attributes a whole host of health benefits, not least of which is the claim she literally never fart[s] any more and has a single scentless bowel movement a week.
Followers of this diet eat meat, fat, seafood, eggs and butter, avoiding all vegetables, fruits, grains and legumes as if plants were, as Paul Saladino, an advocate of this diet alleged, poison. Dr Saladino is a US psychiatrist and health influencer with a range of supplements called Heart and Soil that contain dried animal organ meat. He appears shirtless on social media, denouncing vegetables, which he says will harm us. Other Instagrammers tuck into plates of huge steaks and seven or more eggs for breakfast.