Seven Dials snaps up first cookbook from #ItsFine founders Andre and Smith

The first cookbook from #ItsFine co-founders singer Peter Andre and nutritional therapist Ben Smith, #ItsFine: Lose Weight Eating the Food You Love, has gone to Seven Dials.

Vicky Eribo, executive publisher, acquired world all language rights from Clare Hulton. It will be published in hardback and e-book on 22nd June 2023.

Since launching the #ItsFine platform in November 2021, Andre and Smith have sold over 30,000 downloads of their app. The publisher says their message is simple: that you can eat anything you like and still lose weight.

Its synopsis goes on: “After both struggling with their weight and the effects of crash dieting, Ben and Peter knew there had to be a better way to shed the pounds. That’s how they developed the #ItsFine plan. With a unique approach to portion control that debunks the many myths around fad diets, it aims to help you free yourself from unhealthy obsessions with dieting and show you how you can achieve food freedom while sustaining a healthy lifestyle and weight-loss goals.

“With step-by-step tailored guidance and over 75 recipes to help you on your journey, this book will give you everything you need to build a healthier relationship with food. It’s not a diet; it’s a way of life. So, get started with Ben and Peter’s first book together: lose weight eating the food you love and give yourself the power to say, ‘it’s fine’.”

Eribo said: “Ben and Pete’s passion for #ItsFine and their unique approach to food freedom is hugely infectious. From the moment I first spoke to them on the phone I haven’t been able to stop telling people about this brilliant new plan. They offer a completely fresh and relatable approach to achieving a healthy lifestyle that has the potential to revolutionise the way we all think about calories. We’re so excited to work with them on their first book – and cannot wait to share their brand message with an enormous commercial audience.”

Smith added that the key was “convincing people that they say can #ItsFine to everything fad diets have taught them isn’t.”

“Our aim was to simplify portion control by spreading it over a week and then to introduce the so-called ‘off plan’ foods into a tailored plan that works perfectly with someone’s lifestyle. No restriction, no guilt and no self-sabotage,” he said.

Andre added: “Having personally lived this lifestyle for several years, and learning to say #ItsFine, in my 40s I feel the best I have ever felt! When I found Ben online, he introduced me to how serious the problem was and just how many people had suffered at the hands of fad diets. From that moment I knew we had to rescue people and create a new, positive movement that promoted and embraced calorie and food freedom.”