Diet mogul Sarah Wilson is making $4m a year from quitting sugar.

Who knew becoming a multi-millionaire was one of the benefits of quitting sugar?

After a diagnosis caused Sarah Wilson to cut sugar from her diet, she discovered an entire untapped market of people thirsty for more information.

Now her I Quit Sugar juggernaut is on track to make more than $4 million this financial year.

Sarah Wilson’s company is set to make more than $4 million in the 2014-2015 financial year.

The Sydney Morning Herald reports that, which turned over $534,000 in its first year, will now surpass the $4 million mark at the end of this financial year.

More than half of the company’s revenue comes from the diet programs. Around a third comes from its 10 digital cookbooks. The rest is from advertising.

Wilson – a journalist, turned blogger, turned anti-sugar advocate – launched health site with Zoe Eaton, a former colleague from her days in women’s magazines, after her sugar-free blog gained traction.

The former Cosmopolitan editor drastically changed her diet after being diagnosed with Hashimoto’s Disease, an autoimmune condition, in 2008, and wrote about her sugar-free lifestyle online.

Watch this hilarious piss-take on the I Quit Sugar movement:

The blog’s popularity prompted Wilson to write the digital I Quit Sugar Cookbook, which was published in more than 40 countries and became a New York Times bestseller, and I Quit Sugar For Life.

The powerhouse duo self-funded the venture, which now also operates eight-week diet programs, where participants can access experts and more sugar-free recipes for a price.

Co-founder and general manager of, Zoe Eaton. Image via Instagram.

Eaton – the company’s general manager – told the Sydney Morning Herald the duo feed the enormous appetite for thoroughly researched information on the benefits of a sugar-free diet and how to make tasty sugar-free meals.

“There is no-one else really doing what we do,” she said.

“You’ve got (The Biggest Loser co-host and personal trainer) Michelle Bridges in the fitness market and Kayla Itsines from Adelaide, but nobody else like us.”

For more on Sarah Wilson, try these articles:

Sarah Wilson: “Diet doesn’t cure disease and it’s irresponsible to say otherwise.”

Diet guru Sarah Wilson says no to bike helmets.

OPINION: Sarah Wilson says she knows why women get sick. And she’s wrong.

The one where Mamamia asked Sarah Wilson what’s so wrong with Paddlepops.

Have you tried quitting sugar?