A new you with Novo

Novo, from Immogenics, represents a revolution in the way we approach weight loss - and what's more amazing is that you can eat as much as you want - of the right stuff that is!

Novo's supporters include the rich and the famous and if their waistlines are anything to go by, losing weight has never been easier! Losing 10% of body weight in just 5 weeks is not uncommon and what's more it stays off.

Here's how it works. Novo is based on a new scientific understanding of what actually causes excess weight. It works on the theory that we gain weight because of our immune response to certain foods produces a reaction that prevents us converting food to energy, instead storing it as fat.

That might sound quite strange, but by identifying and removing the foods causing the problem, the body converts food to energy more effectively and will shed pounds of fat.

Every person will have quite different reactions to different foods. To identify these, Novo takes a small blood sample from each client and using some of the most advanced laser screening technology, makes a highly detailed analysis of each client's reaction to 115 common foods.

Novo then produces a bespoke diet and support programme that shows the foods that can continue to be eaten, those that should be avoided more long term, and those that can be introduced after a period of detox.

"Novo isn't about starving yourself and exercising like crazy," says consultant nutritionist Clare Dodghson, "and there is certainly no need to eliminate whole food groups such as carbohydrates."

Novo boasts a number of celebrity and sporting devotees including world cup hero Sir Geoff Hurst, Pineapple Dance Studio founder, Debbie Moore, celebrity party organiser, Fran Cutler and fitness guru Ali Cockayne. Novo has even been the subject of a recent BBC documentary 'Inside Out' that successfully proved the programme works, even in those that had given up hope of ever losing weight. "I strongly believe that what you put into your body has a significant impact on your health and lifestyle," says Ali Cockayne.

"I dropped a dress size just by cutting out a few foods including lettuce even though I could continue to eat chocolate; it was just the way my body reacted.

"Since I've been on the programme, my weight has stabilised, I don't feel sluggish any more and I don't suffer from bloating. That's a huge benefit for someone in my line of work."

However don't get complacent the programme still recommends you take regular exercise, as it's good for the body and the heart. So don't throw your gym membership away just yet.