INDIANAPOLIS -- Millions of people want to shed pounds, and some of them will try just about anything in search of a weight loss program that works long-term.

Enter the Ice Cube Diet, the latest in a string of diet fads that some think is the answer to the battle of the bulge.

The Ice Cube Diet contains Hoodia, a popular herbal supplement used in recent years for weight loss.

"You take one cube a day. It tastes like a margarita, and it gives you a wonderful burst of energy," said Alicia Puma.

After dropping 65 pounds through other means, Puma said she hit a plateau and tried the Ice Cube Diet to see if it would work.

"The cravings were gone," said Puma, who was so impressed with the diet, she started working for the company that makes them.

The Hoodia frozen inside the cube is from a desert plant native to Africa. A molecule in the plant may trick the human brain into thinking the belly is full, 6News' Stacia Matthews reported.

For years, health food stores have sold Hoodia in capsules and liquids, but the Ice Cube Diet is so new to the market that few people in Indianapolis have heard of it, perhaps because the ice cubes are sold through the Internet already frozen in dry ice.

The use and effectiveness of Hoodia is controversial, in part because two pharmaceutical companies backed away from trials involving the supplement.

"Pfizer actually tried to develop this into a drug and stopped its clinical trial without really an explanation," said Roberta Anding, a dietician. "Unilever, who makes Slimfast, was going to make a drink with Hoodia, and they also discontinued the development of this drink.

One study showed that women did lose weight, but Anding said more studies are needed.

People should always consult a doctor before starting any weight loss plan or taking any dietary supplement to ensure they will interact OK with prescription medications.