Books like eat this, not that!

Eat This, Not That! (ETNT), is a media franchise owned and operated by co-author David Zinczenko. The original book series was developed from a column from Men's Health magazine written by David Zinczenko and Matt Goulding. It now also includes a website, quarterly magazine, videos, e-books and downloadable PDFs.

The franchise makes recommendations about food choices with the aim of improving health. Criteria for unhealthy dishes center on high 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. The franchise brands itself as the "no-diet weight loss solution." As of October 2012, the ETNT franchise has sold more than 8 million copies.