Yes, the BABY FOOD weight loss regime is the latest faddy eating plan for Hollywood starlets, and it seems, chubby Brits - Ocado are claiming their sales of wet baby food are up 20 per cent compared with the same two-week period last year, whilst dry baby food sales have jumped 59 per cent.
Fans of the diet are said to include Jennifer Aniston, Lady Gaga, and our very own Cheryl Cole (although given the column inches devoted to her 'cankles' this week, perhaps its effectiveness should be questioned).
It is claimed that devotees can lose 20lbs on the plan when combining it with exercise, but the British Dietetic Association says it is not the answer to long term weight loss.
A spokesperson said: 'This diet works on portion control and guess what? Yes, restricted calories, as a jar of baby food has very few. Although fruit and veg are included they are pureed so have much less fibre and texture. Chewing food is associated with feelings of fullness, so reach for an apple or a carrot rather than a jar.'
Hmm, at around 150 calories per pot, and with stuff like choc pud and spaghetti and mozzarella on offer it IS tempting to give it a whirl though, isn't it?
Would YOU do it?