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Each year, people spend more than $40 billion on products designed to help them slim down. None of them seem to be working very well.
Now along comes hoodia, a natural substance that literally takes your appetite away.
It's very different from diet stimulants like Ephedra and Phenfen that are now banned because of dangerous side effects. Hoodia does not stimulate at all. Scientists say it fools the brain by making you think you are full, even if you have eaten just a morsel. Hoodia has been in the diet of South Africa's Bushmen for thousands of years, because the only place in the world where hoodia grows wild is in the Kalahari Desert of South Africa.
Although the West is just discovering hoodia, the Bushmen of the Kalahari have been eating it for a very long time. After all, they have been living off the land in southern Africa for more than 100,000 years.
The first scientific investigation of the plant was conducted at South Africa's national laboratory. Because Bushmen were known to eat hoodia, it was included in a study of indigenous foods.
"What they found was when they fed it to animals, the animals ate it and lost weight," says Dr. Richard Dixey, who heads an English pharmaceutical company called Phytopharm that is trying to develop weight-loss products based on hoodia.
It took the South African national laboratory 30 years to isolate and identify the specific appetite-suppressing ingredient in hoodia. When they found it, they applied for a patent and licensed it to Phytopharm.
Phytopharm has spent more than $20 million so far on research, including clinical trials with obese volunteers that have yielded promising results. Subjects given hoodia ended up eating about 1,000 calories a day less than those in the control group. To put that in perspective, the average American man consumes about 2,600 calories a day; a woman about 1,900.
Phytopharm decided to market hoodia in its natural form, in diet shakes and bars. That meant it needed the hoodia plant itself.
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