TIMELINE OF TRANSFORMATIONS

1928

US tobacco company Lucky Strike launches an ad campaign promoting its cigarettes as a radical new weight-loss tool, particularly aimed at women. It works – sales increase by

300% in a year.

1959

The world’s first meal replacement shake aimed at dieters, named Metrecal, is launched. Invented by infant formula manufacturer Mead Johnson, the drink’s 225 calories came with a guarantee that users would shed 3½lb a week.

20 June 1994

Apple releases the first mainstream digital camera, the Quicktake 100.

The first of its kind to produce colour images and connect to a computer via USB, it gives body builders an easy tool to chart their changing physiques.

2 May 2002

Dr Robert Atkins releases his second book, Dr Atkins’

New Diet Revolution, based on his namesake carbcutting diet, which promises rapid weight loss. In

2003, a Yougov poll finds that one in 10 UK women has given it a go.

October 19 2004 Reality show The Biggest Loser premieres in the US, bringing weight loss transformations to the masses – with the first season attracting 10.3 million viewers – as its contestants compete to shed the most pounds.

August 2012

PT Kayla Itsines starts an Instagram account to document some of her clients’ transformations, on the advice of her 12-year-old cousin. She quickly amasses followers in their thousands and the Transformation Tuesday trend starts to take off.

26 December 2014 Geordie Shore star Charlotte Crosby’s Three Minute Belly Blitz is released and becomes the UK’S fastest-selling fitness DVD of all time, moving 101,000 copies in its first four weeks on sale.

6 May 2020

Adele posts a fullbody snap from her 32nd birthday celebrations, sending Instagram into a frenzy and racking up over 12 million likes. UK searches for ‘The Sirtfood Diet’, which some claim she followed, jump by 3,042% from April to May.