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Hoodia is a natural substance that literally takes your appetite away.

It’s very different from diet stimulants like Ephedra and Phenfen that are banned because of dangerous side effects. Hoodia doesn’t stimulate at all. Scientists say it fools the brain by making you think you’re full, even if you’ve eaten just a morsel. Hoodia tricks the brain by making the stomach feel full.

Hoodia is a plant that grows in the Kalahari Desert of South Africa and has been in the diet of South Africa’s Bushmen for thousands of years.” Although the West is just discovering hoodia, the Bushmen of the Kalahari have been eating it for a very long time.

The first scientific investigation of the plant was conducted at South Africa’s national laboratory. Because Bushmen were known to eat hoodia, it was included in a study of indigenous foods.

“What they found was when they fed it to animals, the animals ate it and lost weight,” says Dr. Richard Dixey, who heads an English pharmaceutical company called Phytopharm that is trying to develop weight-loss products based on hoodia.

It took the South African national laboratory 30 years to isolate and identify the specific appetite-suppressing ingredient in hoodia. When they found it, they applied for a patent and licensed it to Phytopharm.

Phytopharm has spent more than $20 million so far on research, including clinical trials with obese volunteers that have yielded promising results. Subjects given hoodia ended up eating about 1,000 calories a day less than those in the control group. To put that in perspective, the average American man consumes about 2,600 calories a day; a woman about 1,900.

“If you take this compound every day, your wish to eat goes down. And we’ve seen that very, very dramatically,” says Dixey.

But why do you need a patent for a plant? “The patent is on the application of the plant as a weight-loss material. And, of course, the active compounds within the plant. It’s not on the plant itself,” says Dixey.

Trimspa says its X32 pills contain 75 mg of hoodia. Other products may only contain between 0.1 and 0.01 percent of the active ingredient claimed.