Categories
Dieting Eating Disorders

Naughty But Nice: The Implications of Eating ‘Clean’

In the current pandemic, ‘clean eating’ involves spraying your Tesco delivery with Dettol.

This phrase, however, does not ordinarily mean disinfecting groceries. When I first encountered the concept of clean eating in 2012, it was a nutritional lifestyle that existed predominantly within the fitness community. This diet was comprised of foods that were fresh, whole, unprocessed and unrefined. The mantra of the bodybuilding world was ‘eat clean, train dirty;’ and observing these principles was the standard way to reduce body fat. Day after day, I ate my sad looking turkey and greens from a sweating Tupperware tub, trusting in the magical powers of clean eating to grant me the lean physique of a successful bikini competitor.

‘Clean’ encompasses food that is organic, local, grass-fed, free from diary or gluten, ‘super,’ and raw

Since then, there has been a noticeable shift in diet culture towards ‘wellness.’ Contemporary advocates of clean eating base their meals around foods that provide optimum health. Nowadays, the term ‘clean’ is liberally applied and also encompasses food that is organic, local, grass-fed, free from diary or gluten, ‘super,’ and raw. These eating trends are now mainstream and items such as almond butter and apple cider vinegar have become familiar cupboard staples.

In 2020, plant-based diets are still in vogue, but their offerings are more glamorous than the dry Linda McCartney sausages of my teenage vegetarian phase. Now supermarkets stock exotic products such as sustainable seaweed puffs, coconut flour tortilla chips and spirulina chia pudding.

This eating trend has been perpetuated by a boom of social media bloggers. Despite most of them lacking nutritional qualifications, these foodstagrammers have armies of followers. Their focus is not usually on the health benefits of clean food, however, but rather on its aesthetic appeal. Clean eating has become part of an aspirational lifestyle portrayed by lean, wealthy young adults who swear by their Mason jar rainbow smoothies.

If taken to extremes, clean eating can develop into a condition known as orthorexia nervosa. Orthorexia was first defined in 1977 by Dr Steven Bratman as a pathological obsession with healthy food. While not currently recognized by the American Psychiatric Association, the condition does bear similarities to other clinical eating disorders. Like anorexia nervosa for instance, orthorexia involves strict dietary control and fear-driven ritualistic compulsions.

People with orthorexia fixate on the quality and purity of their food

Unlike anorexics, however, people with orthorexia fixate on the quality and purity of their food. This includes avoiding products that contain artificial preservatives, trans fats and pesticides. Echoing the principles of clean eating, this diet is limited to foods that support physical health. Yet, while clean eating is universally praised, orthorexia is deemed to be harmful and obsessive.

Ironically, such a strict ‘healthy’ eating regime can in fact lead to illness. Since many foods are omitted from an individual’s diet, there is often insufficient intake of the vitamins and minerals required for optimum health.

When part of a more balanced diet, healthy food is good for our physical wellbeing. Yet the language that surrounds our nutritional choices such as ‘organic,’ ‘detox’ and ‘natural’ infers that eating clean will also elevate us to a superior level of virtue. In this way, health food evangelists assert that those who conform to the values of clean eating will not only become physically well, but also morally pure.

This judgment and morality are an everyday part of our eating lexicon. ‘Clean’ food items are even branded with virtuous names. These include Halo Top Ice Cream, Innocent Smoothies, Perfect Snacks and Right Rice. The ‘guilt free’ slogan of these products echoes the idea that we are ‘good’ when we eat clean; and conversely ‘bad’ if we are tempted by ‘dirtier’ foods.

‘Junk’ or ‘cheat’ foods suggest decadence and depravity

Using the language of morality to define our nutritional choices thereby demonizes food items, or whole food groups. Calorie-laden, low nutritional value foods are often described as ‘junk’ or ‘cheat’ foods, terms which suggest decadence and depravity. In the 1980s, Lyons marketed their products by associating ‘forbidden’ types of food with pleasure, coining the ubiquitous phrase ‘naughty but nice.’ Their successful advertising campaign endorsed the concept that highly palatable foods such as cream cakes are bad for the soul.

When we consume foods that have been designated as ‘good’ or ‘bad,’ this morality becomes transferred to ourselves. Restricting our diet to good, clean products can therefore provide us with a sense of achievement and virtue. Within modern culture, praise and respect are awarded to those who eat healthily since they are perceived to possess superior levels of willpower and self-control.

This external commendation, however, only serves to reinforce the mind-set that clean is better. As a result, we are left constantly questioning whether our food choices are ‘good enough.’ Eating foods that we have labelled as ‘bad’ can lead to feelings of guilt and shame; and even physically damaging behaviours such as restriction or purging.

Food does not possess intrinsic moral value

The fetishization of clean eating and its more extreme manifestation as orthorexia can therefore challenge our mental wellbeing. Ultimately, using the phrase ‘clean’ to describe certain types of food grants power to these items and their promise of health and self-worth. In order to disable this power, we need to remind ourselves that the moral lexicon surrounding food is merely a linguistic construct that is culturally promoted and self-imposed.

We may feel virtuous if we eat cauliflower instead of bread, but this is just an idea: food does not possess intrinsic moral value. Health is about balance: eat the kale AND the cake.

Categories
Body Image Dieting Eating Disorders Exercise Fitness Competitions

Not-So-Fit-Spiration

CW: details of disordered eating behaviours.

Throughout the noughties, young women appealed to ‘thinspiration’ for advice on how they should look. Instagram was their Bible and the thigh-gap their ultimate goal. Recently however, this disturbingly slender model has developed muscle.

In 2021, the fitness body has become the ideal to which women are told they must aspire.

It is now becoming increasingly difficult to avoid the ever expanding world of ‘fitspiration.’ Via their motivational online content, sculpted gym bunnies and yoga pant clad ‘wellness’ gurus offer us an attractive alternative to being ‘thin.’

While thinspiration placed emphasis upon mental willpower, ‘be strong and get skinny’, modern fitness culture requires resilience of both mind and body. This is indicated by the slogan: ‘strong is the new skinny.’

Moving away from the comparatively simple starvation method, fitspiration encourages weight loss through ‘clean’ eating and exercise. On social media, women in neon sports bras inform their followers that today is ‘leg day’; and ‘meal 3’ was salmon with sweet potato.

Instagram feeds function as online food diaries where fitness enthusiasts post images of Tupperware-bound protein and greens. These are accompanied by their macronutrient values and the ubiquitous hashtag #absaremadeinthekitchen.


According to this trend, dieting must be supplemented by regular workouts in order to achieve the new ideal body that is not only lean, but also strong. The concave stomach of the thinspiration era now boasts a six pack; and the thigh gap has been replaced by muscular legs. A model’s rounded glutes are frequently the subject of fitspirational images where women are posed in the squat rack, dripping with sweat.

There are positive aspects to fitness culture. It can be encouraging in its (ostensible) quest for health, and is capable of promoting body confidence. Unlike the followers of its predecessor, advocates of fitspiration assert

I work out not because I hate my body but because I love it

The women who refused food, or spent their days slumped over a toilet bowl are now positive and strong.

Nevertheless, despite their outward appearance of health, the women who represent this lifestyle maintain an extremely low level of body fat. According to Muscle and Body Magazine, fitness models usually have 8.5-14% body fat, which is far lower than the 25-31% female average. For women, this can be particularly dangerous since a certain amount of body fat is necessary for their physiological health.

Compared to the anorexic girls of the thinspiration era, fitness models have a large amount of muscle mass, which means that they do not look ill and emaciated. Marketed as fitness, the new ideal body makes ‘thin’ socially palatable by its transition from the darker, self-harming world of anorexia towards a promise of health and happiness.

The danger of fitspiration lies in the fact that it is masquerading as health

With its confounding combination of muscular curves and low body fat, the fitness figure is even more unattainable than its ultra-thin predecessor. As was the case with the diminutive form of the Kate Moss ‘nothing tastes as good as skinny feels’ era, striving to attain the fitness model look causes serious damage to mental and physical health.

The thought patterns and behaviours of fitspiration are potentially as destructive and compulsive as self-starvation.


Attaining such a lean physique involves strict eating regimes and obsessive exercise, yet these activities are disguised by rhetoric of willpower and dedication. Like advocates of thinspiration, members of the fitness movement view their choices not as a dangerous obsession, but as part of a dedicated lifestyle.

This is reinforced by their mantra: ‘obsessed is a word the lazy use to describe the dedicated.’ In addition, the compulsive nature of these behaviours is confirmed by the claim that, ‘once you see results, it becomes an addiction.’

While today’s culture asserts that ‘strong is the new skinny’, this statement is undermined by its replication of many thinspiration conventions. Its followers photograph their meals, share weight loss tips, and post countless selfies; yet with a tighter, more muscular physique as their idol.

Fitspiration offers an even more impossible ideal


As well as promoting the same obsessions as its predecessor, fitspiration offers an even more impossible ideal. Looking like a fitness model requires heavy weight lifting, an impeccably rigid diet, and round the clock commitment; a truth overlooked by some of the young women who become swept up by this culture. You can read about my personal experiences of being a fitness model here.

Far from promoting a healthier attitude towards eating and body image, the fitness physique is merely a rebranding of anorexia-glorifying thinspiration. Despite fitspiration’s claim that, ‘strong is the new skinny’, strong remains resolutely lean.