What we’re experiencing today, in health food stores and the organic aisles of supermarkets, is in many ways a redux of the fat-free craze of earlier decades: as people fled from the nuts and full-fat dairy, they replaced the flavor and calories in their diets with lots and lots of refined grains and sugars . As a result, Americans gained weight and more were diagnosed as diabetic. And, the supposed benefit of cutting fat from your diet — that it would reduce heart-disease — was never proven. Like the current “clean eating” trend, it's a simple concept, and an easy one to buy into: fat is bad, eat less and you'll be healthier. Even though bodies are more complex than that, the marketing world knows how to exploit our desires to improve ourselves and fit in with the crowd.