Profane diet heavy on produce gains trademark 

The ASSFACE Diet earned a registered trademark with the U.S. Patent and Trademark office, in part due to a 2019 U.S. Supreme Court decision that struck down a ban on “immoral or scandalous” trademarks. 

The diet is an acronym for Added Sugar Sucks Fruits and veggies Also contain Carbs Eat those.

The company says the brand “is rooted in simplicity, truth, and sustainability—encouraging people to ditch added sugars, eat whole foods, and stop overcomplicating healthy eating.” 

The diet encourages eating fruits and vegetables as your primary source of carbohydrates and avoiding processed and sugary carbs. It also allows meat, legumes, and dairy, as long as they don’t have added sugars. 

It was created by Erika Rawes, a certified fitness coach, former journalist, and former Miss Wake County USA (NC) 2024.  

“After losing 115 pounds herself, Erika created the ASSFACE Diet to empower others with a real-world, no-nonsense path to eating better—without perfectionism, shame, or gimmicks,” according to a press release.

“I wanted a name people would remember—but I also wanted something that represented the truth about food and how we sabotage ourselves with added sugar and processed junk,” Rawes said. “The ASSFACE Diet is a wake-up call, wrapped in humor, backed by lived experience.”