The Macro Diet Could Be the New Whole30

For those people who are into carefully planning their meals, there are now a ton of different options for healthy eating plans — from meat-loving paleo to vegetarianism and veganism and everything in between. With so many options for clean eating, it can be hard to know exactly which eating style is a good fit for you. Now that many people regularly hit the gym and want their meals to match their workout habits, it makes total sense that there’s yet another crazy-healthy diet making waves: If It Fits Your Macros.

What is IIFYM?

Originally used in the body-building community, the IIFYM diet has made its way to mainstream fitness enthusiasts and isn’t showing any signs of slowing down. “Instead of just counting calories, which gives little guidance on what exactly to eat, macronutrient counting (the concept behind IIFYM) gives more specific guidelines on amounts and types of foods you should be eating to meet your goals,” says Dr. Jaime Schehr, an expert in integrative and sports nutrition and owner of xFitLab and Schehr Nutrition. Sounds good so far, right? The macronutrients involved in IIFYM will be familiar to anyone who already reads food labels on the reg: protein, fat and — everyone’s favorite — carbohydrates. Basically, the diet revolves around making sure you eat the correct proportions of these three macronutrients in order to optimize nutrition. Figuring out the correct proportions of macros for your body and goals can be complicated. Luckily, there are online calculators that can help you figure it out based on your current weight, whether or not you want to lose weight, gain muscle or improve your overall body composition (meaning exchanging fat for muscle). If that sounds a little overwhelming, “a nutritionist will absolutely be able to guide you on this,” adds Dr. Schehr.

Why is it so popular right now?

One of the biggest pluses of this eating style is also one of its biggest minuses. “IIFYM is considered a flexible diet since you can essentially eat anything you want (aka pizza, fries and pies, oh my!) as long as it fits your macros,” explains Jackie Arnett Elnahar RD, Esq. So theoretically, you could still achieve your goal while still eating the junk food you love. Aside from not having to say goodbye to your favorite foods, many people love that IIFYM’s guidelines can make it simpler to figure out what you should eat and how much of it. “Macronutrient counting ultimately still considers calories in and calories out as the means by which the body gains or loses weight, but creates a more clear road map of how to reach that goal,” says Dr. Schehr. Essentially, if you hate counting calories but want to be conscious of how much you’re eating and what kinds of nutrients you’re eating, IIFYM could make a lot of sense for you.

Additionally, this diet fits in really well with the current emphasis on fitness and wellness in general. “IIFYM is not a new concept,” Dr. Schehr notes. “As a matter of fact, sports nutritionists have been using macronutrient counting for years, and some existing, well-known diets used this same concept under different names, like the Zone Diet. More recently, with the rapid growth of the fitness scene and the incredible expansion of specific sport-like studios, like CrossFit and cycling, everyday exercisers are now working out like athletes. Thus, the tools that athletes use for training, such as macronutrient counting, have gained popularity amongst the general population.” Makes a lot of sense, if you ask us.

Who does it work for?

So who can actually benefit from this way of meal planning? Pretty much everyone, according to both Elnahar and Dr. Schehr, but there are a few caveats. “Because IIFYM is dependent on calculating the amount of what you’re eating, you need to be willing to put the time in to make sure you are meeting your quota and calculating portion sizes properly,” explains Elnahar. “Hence, this diet is more popular among people who are more strict and able to do more extraneous tasks in dieting.” Additionally, Dr. Schehr notes that for vegans, IIFYM can be less than ideal. “A lot of their protein sources are also carbohydrate sources, so this diet can be confusing or not specific enough,” she says.

On the upside, “IIFYM is a very reasonable diet plan for someone looking for guidance on weight loss, increasing lean muscle mass or wanting better control of how much they eat,” says Dr. Schehr. “Because IIFYM does not restrict a person from any type of food, it can be easier for someone following this diet to find their diet-specific foods no matter where they are, especially when compared to something like Whole30, which is very specific on what you can and cannot eat.” If you opt for IIFYM and choose to eat lots of junk food, though, you’ll miss out on that fresh, alert and totally detoxed feeling Whole30 aficionados report.

How does it affect your fitness goals?

Because IIFYM has its origins in the body-building scene, it makes sense that it would be ideal for those who are trying to achieve major fitness goals — especially in the weight room. “IIFYM can be helpful to workouts since you won’t be adding more calories to your diet than needed,” says Elnahar. “The body will have less glycogen stores and will burn fat more effectively.” One thing to note here, though, is that if you’re expending energy exercising, you need to make up for that with additional macros. As with many other diets, when you work out, you get to eat more! “When done correctly, IIFYM can really improve both sports performance and recovery,” says Dr. Schehr. “The thing most important to keep in mind is that each sport is different and your diet may need to be adjusted for that. If someone is following IIFYM in their ‘offseason,’ the plan may be very different than what they need in season.”

Here’s the bottom line.

“We must first remember that all diets ultimately deliver the same basic message: Eat more vegetables, control your portions and increase your activity level,” Dr. Schehr points out. “Whole30, Zone, Paleo, IIFYM and even Ketogenic all emphasize an increased non-starchy vegetable intake, portion control in specific areas and the importance of fiber.” So yeah, the diet works if you stick to it, just like most diets out there. “As long as you calculate your calorie needs properly and measure your calories and macronutrients in an accurate fashion, you can certainly lose weight and improve body composition,” says Elnahar. “However, since you may be eating foods that are less ‘clean,’ this can ultimately affect mitochondria function, which is important for energy in our bodies. With that, the IIFYM diet is a good short-term solution but not the best long-term lifestyle solution to healthy eating. The benefit of IIFYM is that it is an efficient, mathematical way to lose weight while getting the appropriate carbohydrates, fats and proteins needed for homeostasis — but unfortunately, without regard to the quality of the foods.”

In other words, if you’re the kind of person who likes to measure things out, have a plan that’s tailored to your specific objectives, know exactly what you’re putting in your body, and occasionally splurge on things (pizza, cookies and cake!) while still meeting your fitness goals, IIFYM could be the right solution for you.

Have you ever tried IIFYM? How did you make it work? Tweet us @BritandCo and let us know!

(Photos via Getty)

It's almost time to return to Cousins! The Summer I Turned Pretty season 3 is coming this summer, and Prime Video just gave us a first official look at Belly, Jeremiah, and Conrad. The new episodes will open at the end of Belly's freshman year of college, and in addition to seeing the evolution of our favorite characters, author and co-showrunner Jenny Han says "there are going to be surprises" in the final season. Eek!

Here's your first look at Lola Tung, Gavin Casalegno, and Christopher Briney in The Summer I Turned Pretty season 3, coming to Prime Video July 2025!


Jenny Han says 'The Summer I Turned Pretty' fans are in for a few surprises.

Erika Doss/Prime Video

"There are the things that [fans] know and then there are things they think they know, and then there's going to be, hopefully, things that surprise them," Jenny Han tells Entertainment Weekly. Listen, I am a very proud member of Team Conrad, and seeing how cozy Belly and Jeremiah are in these pics (not to mention the set leak that's definitely not in the third book), I'm starting to wonder if Prime Video is teasing I should switch teams.

But no matter which team you're on, Lola Tung promises the season won't let you down.

Team #JellyFish will get their time this season.

Erika Doss/Prime Video

"The one thing I've always admired about Jenny is that every season and every decision about what's coming next is purely to serve the story," Lola says. "She's never going to do anything that doesn't make sense for the story. It's all about this beautiful world she's created and giving the fans something really, really special and giving us something really special to work with."

And that includes some sweet moments which Jeremiah and Belly, who "are, at their core, best friends," Lola adds. "That relationship is something that's so special and so unique to them, so it's exciting to see this season and how their relationship blossoms."

And 'The Summer I Turned Pretty' images also feature Conrad.

Erika Doss/Prime Video

But don't worry Conrad fans, we also get a look at the elder Fisher brother who "we know that he went to Stanford, and so he's continuing on his journey to become a doctor, as you can see from that white coat," Jenny says. "I think people won't be surprised to see that."

Keep reading for more images from The Summer I Turned Pretty season 3!

Erika Doss/Prime Video

Jenny Han also teases this image is actually a flashback, "so do with that what you will." BRB, I'm off dreaming of a beach vacation. I also can't help but point out the warm color grade of this season! The golden look makes everything feel warmer and more magical — and offers a youthful glow as Belly gets older.

Erika Doss/Prime Video

But for those of us who care more about Steven and Taylor (Sean Kaufman and Rain Spencer) than the main love triangle, we got this single crumb from the new images. And I'm more than happy about it, thank you very much.

Erika Doss/Prime Video

Belly (Lola Tung) gets cozy on campus in a hoodie and sunglasses.

Erika Doss/Prime Video

And Belly and Jeremiah (Gavin Casalegno) get cozy with each other at a party.

Erika Doss/Prime Video

But they work as hard as they play! I have this exact outfit Belly's wearing, and you best believe I'm adding it into my fashion rotation.

How many episodes will The Summer I Turned Pretty season 3 have?

Erika Doss/Prime Video

Great news! The Summer I Turned Pretty season 3 will have 11 episodes instead of 7 or 8 like seasons 1 and 2 did. Stay tuned for the official release schedule.

Who's in the cast?

Prime Video

The Summer I Turned Pretty season 3 cast features all your favorites:

  • Lola Tung as Belly Conklin: a beach-loving volleyball player who's always dreaming of summer.
  • Christopher Briney as Conrad Fisher: Belly and Steven's lifelong friend who Belly's always had a crush on.
  • Gavin Casalegno as Jeremiah Fisher: Conrad's sunny younger brother.
  • Sean Kaufman as Steven Conklin: Belly's older brother.
  • Rain Spencer as Taylor Jewel: Belly's best friend.
  • Jackie Chungas Laurel Park: Belly and Steven's mom and Susannah Fisher's best friend.

Meet The Summer I Turned Pretty Season 3 Cast before the new episodes air on Prime Video this July!

1923 season 2 premieres on Paramount+ February 23, and Michelle Randolph (who plays Elizabeth Dutton in the cast) is "so excited" for you to watch the new episodes — and she's been keeping up with all your fan theories!

"There are some crazy ones. I feel like the biggest fan theory thing is the family tree," she tells Brit + Co exclusively. "I've seen many different family trees and so it's like, 'OK, which one's accurate?' I actually drew my own at one point."

Here's what Michelle Randolph had to say about 1923 season 2, and the Dutton family tree, in Brit + Co's exclusive 1923 interview.

Michelle Randolph teases '1923' season 2 finally gives us answers to the Dutton family tree.

By the end of season 2, Michelle Randolph says "we might be able to fill in some blanks" in the Dutton family tree, which is a very hot topic for internet users! "I had to make my own [family tree] because all of the ones I saw on the internet were like — every single one was different. I was like 'I'm confused.'"

The Dutton family is made up of incredible cast members like Brandon Sklenar, Harrison Ford, and Helen Mirren, and Michelle reveals that the cast are just as close as their characters.

"There's a giant group chat called Giddy Up, which started during cowboy camp of season one," she says. "A cute little name, and I think I mean we all were on location in Montana and all in the same hotel, and we would get dinners after [filming], so I think even though our characters are very different and in different story lines like we all really did bond, which was really helpful to have each other throughout the chaos of of shooting a show."

The actress also says Elizabeth would connect with her 'Landman' character Ainsley.

Frazer Harrison/Getty Images

And if you're a tried and true Taylor Sheridan fan, you've probably picked up on the fact that Michelle isn't just in 1923 — she also has a starring role as Ainsley Norris in Landman! But would Elizabeth and Ainsley get along if they met in an alternate universe?

"That would be a fun thing to witness. I think they would," she says. "They're very different, but the similarities between them is they're both young women who are finding their place in this world and I think that they both actually look at the world through very bright eyes and have a lot of hope, which is an interesting correlation between the two of them. I think Elizabeth has gone through so much more than Ainsley obviously, so there might be a difference there, but I think they would get along."

Check out the 8 Compelling Historical Fiction Books For 1923 Lovers and read our interview with Julia Schlaepfer where she teases the Spencer and Alex's future.

This interview has been edited for length and clarity. And this post has been updated.

Leaders in the matcha industry are predicting a matcha shortage this spring. Sparked by a huge surge in demand, it’s possible that your go-to drink could be affected.

Here’s everything you need to know about this season’s matcha shortage.

Nataliya Vaitkevich / PEXELS

Per The Japan Times, increased demand for matcha powder put an “unprecedented strain” on the tea industry last year, and the same effect is predicted to take place in 2025.

According to the Ministry of Agriculture, Forestry and Fisheries, Japan saw a 185% increase in matcha production from 2010 to 2023 in order to keep up with demand from cafes and home baristas around the world, The Japan Timesreports.

Cup of Couple / PEXELS

Seeing that over half of Japan’s matcha is exported internationally, matcha lovers are looking toward the country for their green tea fix. Search interest for matcha has nearly quadrupled over the past 5 years, and it shows no sign of slowing down.

Olena Bohovyk / PEXELS

This year, mostly organic matcha strains will be affected by the shortage, though lower-grade varieties could face the same issues if consumers begin reaching for them in favor of organic offerings. While top-tier, organic strains like ceremonial-grade matcha are known for being sweeter and smoother, the lower-grade kinds like culinary-grade matcha are noticeably more bitter and don't have the same vibrant color.

Charlotte May / PEXELS

Matcha can only be harvested in the springtime, so though a shortage may be happening now, there’s hope for increased supply in the near future. This year’s harvest will start in April.

Polina Tankilevitch / PEXELS

Even though production will ramp up, Jason Eng of Kametani Tea in Japan, a company that produces matcha for beverage companies around the world, says: “This year will be an interesting one. We haven’t hit a point yet where we’re going to run out, but it’s going to be really tight this autumn – not just for us but for everybody. The demand is off the charts.”

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