The first ad in the campaign has the headline "Beta Carotene just another health fad?

As late as the 1940's Mr. Schaefer ground and sold a whole-wheat flour, then something of a health fad, to 41 states.

Word of the Emperor's cure touched off one of antiquity's more enduring health fads.

Thekla was always trying some new health fad.

And robust participation breeds a certain sort of skepticism, she said, "about novelty, health fads, food fads, gadgets."

And oat bran, like every health fad before it, is destined to lose its popularity.

It's a health fad, as well.

But like other companies, Barbara's is learning the danger of relying too heavily on one health fad.

They knew the reasons: work, health fads, health nuts, presentation anxiety.

Now 94, Mr. Turner is a living argument against health fads.