Our campaign will increase consumer demand for meals without trans fat.

"Things without trans fat are harder to get and more expensive."

In addition to the reformulations, food companies are creating new products without trans fat.

It can be simply seared on a grill or in a heavy pan without added fat.

"It is almost impossible to get that many calories into a meal without too much fat and sugar," Almon says.

"Without fat a pastrami sandwich is a worthless commodity," he said.

Eat plenty of veggies prepared without added fat and sugar.

There is no such thing as creamed spinach without fat.

Superfatted soap is more skin-friendly than one without extra fat.

But I don't think movies can exist without fat.