Following his well documented ordeal in northern Sweden, Bjorn Ericsson's friends noted that he had lost a significant amount of weight and asked his secret.
"Eating nothing but snow for 2 months is tough, but it certainly reduced my waistline" quipped Bjorn.
The new diet plan has already garnered high profile endorsements from as 2 yet unnamed super-models. One is quoted as saying
"In the modelling industry, it can be hard to maintain the "just emerged from a concentration camp" look needed by top designers. With the aid of the "Snow Diet" I have achieved my life's ambition of actually reducing my physical entity to just 2 dimensions."
The diet consists of several different types of snow imported from the remotest regions of Norway and Sweden in specially designed insulated flasks. Promoters of the plan believe that given enough celebrity endorsements, people with more weight and money than sense will stand for the £1000 per week price tag of the fluffy frozen water.
UK health officials are warning that snow has absolutely no nutritional value whatsoever and could present a risk to the health of anyone following the diet for an extended period. Homeopathy experts working for the plan's developers maintain that the snow can provide "virtual nutrients" due to its latent proximity to grass, lichen and of course, local reindeer.
The plan will be launched once enough snow has been harvested to meet expected demand.