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Brief Published: 6 Jun 2016

Pop-Up Vitamin Shop for Fast-Food Lovers

Fast Food Aid

Japanese organic fast-casual restaurant chain Dohtonbori has launched a playful pop-up supplement shop in Tokyo called Fast Food Aid. The project aims to encourage individuals to reduce their intake of fast foods and consider a more balanced diet.

Visitors can exchange receipts from local fast-food outlets for free supplements and nutrition advice from on-site experts. They can also take away a “prescription” entitling them to try complimentary nutritionally sound edibles at Dohtonbori outposts. Aesthetically, the space draws on lab-like cues for gravitas, as spotlighted in Scientifically Styled Retail Spaces.

Fast Food Aid initially opened for a one-week trial period in May 2016, but there are plans to reopen it for a longer period in the coming weeks.

The initiative is further evidence of the stylish makeover currently under way in the vitamin and supplement category, as designers and product developers reimagine these products for consumer audiences in fun, accessible and compelling ways. See Rebranding Health, part of our New Food Frontiers Industry Trend, as well as Culinary Consciousness.

Besides offering a fun, tongue-in-cheek brand experience, Fast Food Aid points to a wider shift in attitudes towards balanced eating and healthy living. It also evokes the support-centric mode of retail that promotes ‘medi-lesiure’, as explored in The Supportive Sell.

The fast-food landscape itself has been receiving a health-boosting revamp for some time. See the Healthification of Fast Food for more, as well as Healthy Indulgence.