Eat This, Not That! is a media franchise owned and operated by co-author David Zinczenko. It bills itself, without attribution or authority, as "The leading authority on food, nutrition, and health."The original book series was developed from a column from Men's Health magazine written by David Zinczenko and Matt Goulding. The franchise now includes a website, quarterly magazine, videos, e-books and downloadable PDFs. Eat This, Not That! brands itself as the "No-diet weight loss solution" and provides recommendations regarding food choices with the aim of improving health. Criteria for unhealthy dishes center on its levels of calories, fat, saturated fat, trans fat, sodium, and/or sugar content. The healthier alternatives often include higher levels of fiber and/or protein. A quarterly magazine, Eat This, Not That!, was launched in 2015 and is distributed by Meredith nationwide. Source: Wikipedia (en)