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Thursday, September 11, 2014

Trend Watch: Will Clay Become the New Green Juice?

Posted By on Thu, Sep 11, 2014 at 2:26 PM

click to enlarge Bentonite supplements on the shelf at Rainbow Grocery. - PETE KANE
  • Pete Kane
  • Bentonite supplements on the shelf at Rainbow Grocery.
Perhaps by now you’ve heard that eating clay is a hot new trend among celebrities. Bentonite clay, after all, is about as neutral of a substance as you can get, and it’s touted for its detoxifying properties. Until now, those applications were mostly external (e.g., facial masks), but clay reportedly also freshens your breath and helps you lose weight, as Shailene Woodley and Zoë Kravitz told Seth Meyers and Us Weekly, respectively.

Skeptics will probably conclude that this is just the latest açai berry, another mildly beneficial fad that will be hyped up by an industry preying on people’s anxieties only to be discarded in 18 months for the next mildly beneficial remedy.

But clay, contested medical benefits aside, might actually become the new juice, as NYC’s Juice Generation (a company co-owned by Salma Hayek) is about to launch one-ounce bentonite clay shots for $3.95. (They're murky.) Since clay makes your poo smell like metal, there is an alternative in Earthpaste, a clay-based toothpaste that unites the Whole Foods bourgeois set with an extreme back-to-the-land ethos.

Ingesting forms of dirt is nothing new, really. Kaopectate’s original formula included kaolin, a clay compound which is still used as an insecticide by organic farmers. Destitute people in Haiti make calcium-rich mud pies, and even involuntary consumption of carcinogenic coal ash by miners has been ruled safe to eat because “the lime neutralizes the arsenic.”

For now, San Franciscans may buy Yerba Prime and Sonne's bentonite supplements at Rainbow for $9-$13.

[via The New York Times]

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Pete Kane

Pete Kane

Pete Kane is a total gaylord who is trying to get to every national park before age 40

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