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Gwyneth Paltrow said she has returned to eating food she previously restricted, including sourdough bread, pasta and cheese, having been on a strict paleo diet for several years.

A paleo diet is based on the idea that if we eat like our ancient ancestors, we'll be healthier and reduce our risk of certain diseases.

"It's the reason that Brad and I became paleo a few years ago now, although I'm a little bit sick of it, if I'm honest," she added, with reference to her husband Brad Falchuk, co-creator of the Glee TV series.

As Alexander described it, the gray tribe espouses “libertarian political beliefs, Dawkins-style atheism, vague annoyance that the question of gay rights even comes up, eating paleo, drinking Soylent, calling in rides on Uber, reading lots of blogs, calling American football ‘sportsball,’ getting conspicuously upset about the War on Drugs and the NSA…”

And if Erewhon sells it — sea moss gels, kale chips, bone broth tonics, paleo bagels, celebrity smoothies — it’s almost guaranteed to become a viral sensation among the hot and health-obsessed.