Jaye Rochon struggled to lose weight for years. But she felt as if a burden had lifted when she discovered YouTube influencers advocating "health at every size" urging her to stop dieting and start listening to her "mental hunger." In two months, she regained 50 pounds. As her weight neared 300 pounds, she began to worry about her health. The videos that Rochon encountered are part of the "anti-diet" movement, a social media juggernaut that began as an effort to combat weight stigma and an unhealthy obsession with thinness. But now global food marketers are seeking to cash in on the trend. General Mills, maker of Cocoa Puffs and Lucky Charms cereals, has launched a multipronged campaign that capitalizes on the teachings of the anti-diet movement. General Mills has toured the country touting anti-diet research it claims proves the harms of "food shaming." It has showered giveaways on registered dietitians who promote its cereals online with the hashtag #DerailTheShame, and sponsored influencers who promote its sugary snacks. The company has also enlisted a team of lobbyists and pushed back against federal policies that would add health information to food labels. Since the 1980s, the U.S. obesity rate has more than doubled, according to federal data. Nearly half a million Americans die early each year as a result of excess body weight, according to estimates in a 2022 Lancet study. The anti-diet approach essentially shifts accountability for the health crisis away from the food industry for creating ultra-processed junk foods laden with food additives, sugars and artificial sweeteners.