Every new client at Atypical asks some version of this in the first ten minutes, usually with a slightly guilty look, as if they're about to be told off for last night's takeaway. Nobody gets told off. The answer is also far less complicated than the internet makes it: eat a bit less than you burn, keep protein high, build meals around food that looks like food. That's the bulk of it.
The difficulty isn't knowledge. Everyone knows broccoli beats biscuits. The difficulty is the noise — the influencer who swears by fasting, the colleague who lost a stone on keto, the app that says one thing and the headline that says the opposite. This is the version we give people at the studio in Slough, stripped of all that.
ONE RULE UNDERNEATH EVERYTHING
To lose weight, you need to be in a calorie deficit — consuming fewer calories than your body uses. This is physics, not opinion. Every diet that has ever worked (keto, intermittent fasting, Weight Watchers, paleo) works because it creates a calorie deficit, not because of any magic food combination.
For most people, a deficit of 300–500 calories per day produces steady, sustainable fat loss of 0.5–1kg per week. That's enough to see visible changes within 4–6 weeks without feeling like you're starving.
Your approximate daily calorie target for weight loss: bodyweight in kg × 22–26 (lower if sedentary, higher if active). For a 80kg person, that's roughly 1,760–2,080 calories per day. Our nutrition coaching gives you a precise, personalised number.
BUILDING A PLATE THAT WORKS
Protein at every meal. Protein is the single most important macronutrient for weight loss. It keeps you full for longer, preserves muscle mass during a deficit, and has the highest thermic effect — meaning your body burns more calories digesting it. Aim for 1.6–2g per kg of bodyweight daily. Good sources: chicken, turkey, fish, eggs, Greek yoghurt, cottage cheese, tofu, lentils, and whey protein.
Vegetables and fruit at every meal. High volume, low calories, packed with micronutrients and fibre. Filling half your plate with vegetables at lunch and dinner is one of the simplest ways to reduce calorie intake without feeling deprived. Any vegetables count — fresh, frozen, tinned. Don't overthink it.
Complex carbs in reasonable portions. Rice, potatoes, sweet potatoes, oats, wholemeal bread, pasta. Carbs aren't the enemy — excess calories are. A fist-sized portion of carbs at each main meal is a good starting point. Adjust based on your activity level and how your body responds.
Healthy fats in moderation. Olive oil, avocado, nuts, seeds, oily fish. Fats are calorie-dense (9 calories per gram vs 4 for protein and carbs), so portions matter more here. A thumb-sized serving of fat at each meal keeps things balanced.
GO EASY ON, DON'T BAN
Nothing should be completely banned — that's how binge cycles start. But being aware of calorie-dense foods that are easy to overconsume helps you stay in your deficit without white-knuckling it.
Liquid calories. Alcohol, fizzy drinks, fruit juices, coffees with syrup. These add calories without making you feel full. A large latte with syrup can be 300+ calories — the equivalent of a small meal. Switch to black coffee, water, and diet drinks to save hundreds of calories daily.
Ultra-processed snacks. Crisps, biscuits, chocolate bars, sweets. Not because they're "bad" — because they're engineered to be easy to overeat. A few biscuits can be 400 calories in 2 minutes. If you want chocolate, have it — just account for it in your daily calories.
Sauces and dressings. The hidden calorie bombs. A tablespoon of olive oil is 120 calories. Mayo, ketchup, salad cream — they add up fast. Measure them or switch to lower-calorie alternatives.
WHAT A NORMAL DAY CAN LOOK LIKE
Breakfast: Greek yoghurt with berries and a sprinkle of granola, or scrambled eggs on one slice of wholemeal toast. ~300-400 calories.
Lunch: Chicken breast or tuna with a large mixed salad, half a tin of chickpeas, and a drizzle of balsamic vinegar. ~400-500 calories.
Dinner: Salmon fillet with roasted vegetables and a fist of rice. ~500-600 calories.
Snacks: An apple with a tablespoon of peanut butter, or a protein shake. ~200-300 calories.
Total: ~1,400-1,800 calories. Adjust portions to hit your personal target.
WHERE PEOPLE TRIP UP
Eating too little. Dropping below 1,200 calories is counterproductive. You'll lose muscle, tank your energy, and set yourself up for a rebound. Sustainable beats extreme every time.
Not eating enough protein. Most people undereat protein dramatically. Without adequate protein, you'll lose muscle alongside fat, and your metabolism will slow. Read more in our protein guide.
Weekend blowouts. Five days of deficit erased by two days of overindulgence. You don't need to be perfect at weekends, but a 3,000-calorie Saturday undoes most of the week's progress.
If you'd rather have the numbers done for you and someone looking at the log each week, that's what the nutrition-only coaching at Atypical is for. Book a free session and we'll work out your targets on the spot.