Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

Unlike the usual superfoods, Slim Pasta doesn’t add anything to your diet; no antioxidants, no vitamins, no enzymes or minerals. It's slimy, chewy and look a bit like space food – but it claims to be the best-selling low calorie pasta in Europe. So why are dieters so keen to slurp down Slim Pasta?

Diet versions of our favourite snacks and drinks are a staple on supermarket shelves. But a low-calorie treat that isn’t pumped with sweeteners? Not so easy to find. US brand Enlightened saw this gap in the market too. Now, it's filling it with low-calorie, super-healthy ice cream.

Burger fads and 1,000-calorie ready meals hardly fit in with a society that’s increasingly obsessed with healthy eating. But while these polarising trends paint a schizophrenic food landscape, they show how indulgent foods express our freedoms. After all, no one likes to be told what to eat.