We all know the ‘fish and a rice cake’ dude.
But almost 18 years after that viral video, does he still have fish and rice cakes?
Aged just 17 at the time, Danny Andews' life changed forever as the bodybuilder from Preston featured on an episode of BBC Three documentary Baby Faced Bodybuilders.
When asked about his diet, Danny famously replied: "Eight o'clock in the morning, I'll have fish and a rice cake.
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"At two o'clock, I'll have fish. At four o'clock - just before I train - I'll have fish and a rice cake."
The clip was turned into a meme and was viewed millions and millions of times.
“But that clip just makes me look really thick," Danny told LADbible.
"Which again, is really funny and people still get joy from it now, it still go goes around in waves.
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"So it will go quiet for a bit and then it'll come out again. And then it'll be everywhere and then it'll go quiet again.
"But I've been doing it for 17 years now. So I think it's part of like British culture."
Now-aged 34, the barbershop owner looks completely unrecognisable.
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With the addition of many, many tattoos, Danny has carried on lifting heavily, and has changed his whole approach to dieting.
He is now undergoing an insane workout/diet routine in an attempt to take his health to the next level.
“I do 150 minutes cardio a week. I do four weight sessions a week. And I prioritise protein but I have a low carb," he said.
"I eat every two to three hours."
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He no longer eats just fish and rice cakes, sorry to say, as his focus remains on eating 'whole, organic foods' so he can have 'a year round six pack'.
However, Danny hasn't dropped the rice cakes for good and has just announced the decision to launch his own rice cake business.
"I have actually created it and tested it and made sure that the macros are perfect because it's not only great tasting, but the macros are awesome on it as well," he explained.
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"So it's good for bodybuilders and gaining muscle as well as keeping your calories low as well.
"So it's 17 years of marketing really without even knowing it."
Each packet of 'Danny's Protein Rice Cakes' has two rice cakes and a total of 15g of protein, with just 2g of sugar.
"They're bigger than your average rice cake as well, and they are £3.50 per pack of two and you can get them in packs of 10 for £30," he added.
He has started the business in Newcastle with Zack McGuirk, his friend and championship-winning bodybuilder.
The products, which are being made by the Protein Queen, have all been taste tested, says Danny.
"So we met her and then we've been doing taste tests, trying to create the most amount of protein in these little rice cakes," he said.
"So we've tried it on top of the rice cake, we've tried to encase it in the rice cake. And then we've had to get the macros right.
Danny said his aim is to 'create the world's best rice cake'.
Anish Vij