The talk presents the book project Disgustatory! A Gothic Rhetoric of Consumption, co-authored with Kate Maddalena. It is about how contemporary nutrition products and practices resist easy sociopolitical categorization and are productively explicable as dark Gothic appeals to destructive transformation. The book forwards an associated rhetorical framework encompassing five elements—quantification, hybridity, abjection, optimization, and regulation—that emerge from an interpretation of specific dietary items, such as meal replacement powders, expensive juice, meat substitutes, probiotics, and smart drugs.