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Welsh entrepreneur develops £1million app that helped him shed 10 stone

An overweight entrepreneur has invested £1million of his own money into creating a unique App to tackle the obesity epidemic.

Ben with Fine Dieting APP

Benjamin Jay Smith, 37, from Wrexham in North Wales has created the Fine Diet Plan, a pioneering fat busting plan which – uniquely – only counts weekly calories.

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It is the world’s first diet plan that lets people eat anything they like – and still lose weight. For the first time, there’s no need to count daily calories, as only weekly calories count.

Over three weeks, the App calculates information about the user in order to work out their individualised calorie requirements as accurately as possible.

This information allows the team to calculate the user’s Basal Metabolic Rate and, when combined with their occupation and activity levels, works out their optimum calorie intake for weight loss.


More than 10,000 hours of coding went into developing the app over 16 months.

Ben previously co-founded an online fat loss plan which helped hundreds of thousands of people reach their health and fitness goals.

The Fine Diet Plan is a personal plan tailored for each person which provides them with personalised calories, access to over 200 recipes and snacks, training plans, diary planner, support and an education in nutrition and cooking all in an App.

Each plan is designed to put the user into a manageable calorie deficit – the key to effective weight loss.

The plan is set out with 3 meals and 2 snacks per day, with each meal individually tailored to the person and packed full of nutrients.

On the plan, there is the ability to transform any ingredient to suit a person’s taste, budget or allergies. The ingredient weights automatically change to ensure that the tailored calories of the recipe remain the same.

It is the only plan that caters for every single dietary situation from veganism to coeliacs.

Ben Smith before and after pictures

Ben, who originally weighed 22 stone, said: “I was so fat that I couldn’t put my socks on or go upstairs. It was embarrassing. I felt like a pudding.

“I’ve always been an emotional binge eater. I was addicted to food – high calorie pizzas were my downfall – and was regularly eating triple the recommended daily allowance.

“I hated looking at myself in a mirror, was embarrassed about my size and felt depressed.

“I decided I had to lose weight when my wife Cara was ill with lipoedema and needed an urgent operation.

“I had to be strong for her. So I changed my focus to only eating food when my body needed it and I cut right back on my high calorie diet. I started to exercise and taught myself about nutrition.

“I realised that it’s so old hat to count daily calories, which is why I used my experience to create the Fine Diet Plan. On it, it’s fine to eat whatever you want – all the foods you love – and still lose weight. It’s all about nailing your maintenance calories – and everyone is different.

“I’m hoping that what I’ve learnt will help others to lose weight and could even tackle the obesity epidemic.”

The Fine Diet Plan has been endorsed by UK registered dietitian Jennifer Thawley as “a safe and effective long-term weight loss solution for people aged between 18 and 70.”

Jennifer also said: “The Fine Diet Plan aims to take a more holistic approach to living a healthier lifestyle by recognising the importance of individual goal setting and support from an online community for its users, in order to make their journey more enjoyable and sustainable.”