Healthy eaters who swear by "clean" foods could be the victims of a dangerous eating disorder that can lead to malnutrition and death.
Insisting on eating "naked" or raw ingredients and diets that ban processed or refined food may lead to symptoms of a condition called "orthorexia nervosa."
Unlike anorexia, where sufferers restrict the quantity they eat, those with orthorexia fixate on quality and strict internal rules.
But the rigid guidelines - which can even exclude entire food groups - can easily result in lethargy, weight loss and dangerous levels of malnutrition while sufferers labour under the misguided belief they are leading healthier lifestyles. Food blogs promoting the latest fad diets and photo-sharing sites such as Instagram have been blamed for condition's rise, as well as eccentric diets promoted by celebrities.
Singer Beyonce is reportedly a fan of a diet that involves surviving on nothing but drinks laced with maple syrup.
One sufferer, the popular New York health-food blogger Jordan Younger, confessed she started to refer to culinary staples such as eggs as "fear foods."