Aoki Fruits Holdings Co., Ltd. will open "FRUITS IN LIFE," a fruit-based restaurant at Tokyo Midtown on March 2, 2021. Based on the belief that "delicious fruit enriches people's hearts and brings happiness," Aoki Fruits Holdings opened its doors as a banana wholesaler in front of Koriyama Station in Fukushima Prefecture in 1924 (Taisho 13). Over its nearly 100-year history, the company has cultivated the knowledge and techniques of a specialty store, including knowledge of fruit origins, quality, and thorough ripeness management. Leveraging this experience, "FRUITS IN LIFE" was born, a fruit juice bar and deli offering vegan options with all menu items prepared in the most optimal way for each fruit.
We offer menus that allow you to easily consume the daily recommended amount of fruit
"FRUITS IN LIFE" allows you to enjoy the 200g of fruit intake (edible portion) per person per day, as promoted by the Ministry of Health, Labor and Welfare and the Ministry of Agriculture, Forestry and Fisheries, all in one drink and one plate. Approximately 75% of Japanese people are said to be unable to meet the target fruit intake of 200g. The average Japanese person's intake is just under 100g, which is one of the lowest levels among developed countries.
"FRUITS IN LIFE" is based on the concept of "eating fruit" as a proposal for new eating habits for the Japanese people, and offers a menu lineup that eliminates the main reasons why Japanese people (especially young people) are turning away from fruit: the high price and the hassle of peeling and cutting.
*For information on fruit intake in Japan and around the world, please refer to Tables 1 and 2 in "Fruit Intake by Japanese People" below.
"Fruit diet" - eating and drinking - is delicious and filling even for vegans.
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[“Slow Juice” 300ml from 850 yen (excl. tax)
Each juice is packed with the amount of fruit and vegetables shown on the left, and we offer six standard menu items.
["Smoothies" - 11 varieties, starting from medium size 550 yen, large size 700 yen (excluding tax)]
Our smoothies are freshly squeezed to order, flavored solely with the natural sweetness of fruit, with no added sugar whatsoever.
The menu at "FRUITS IN LIFE" is entirely plant-based. From smoothies and slow-pressed juices (cold-pressed juices) to a variety of dishes, including "avocado toast" made with 100% whole-wheat focaccia and "salad batons" made with fruit and vegetables wrapped in rice paper, we offer a variety of dishes that allow you to easily incorporate fruit into your everyday meals. Additionally, our lunch menu features the "FuruFuru 200 Set," which allows you to consume 200g of fruit, your recommended daily intake, on one plate.
We also offer recommended dishes for when you're feeling a bit hungry, such as "fruit jelly" and the guilt-free "smoothie parfait." Packed with vitamins and dietary fiber, the Avocado Banana Parfait uses over 200g of fruit and serves a generous 438ml serving, all low in calories. FRUITS IN LIFE offers seasonal fruit in a variety of easy-to-eat styles at affordable prices.
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["Furufuru 200 Set" 1,250 yen (excluding tax) *Example]
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Parfaits made with seasonal fruits are offered without any guilt-free calories. A variety of menu items are available for each season.
Produced by a Fruit Specialty Store Established 97 Years Ago
"FRUITS IN LIFE" was born from "Fruit Shop Aoki," a fruit specialty store established 97 years ago. To enjoy fruit to the fullest, thorough "ripeness" management is essential, something that machines and computers cannot determine. The store has staff on hand who are expert in managing fruit ripeness and who will communicate with customers to advise them on the characteristics of fruit and recommended ways to enjoy it. "FRUITS IN LIFE" is supported by the professional fruit know-how passed down over nearly 100 years of history, delivering the deliciousness and health of fruit.
Boost your immunity with fruit. Get a generous supply of minerals, vitamins, and other nutrients
Fruit contains all nine major nutrients necessary for humans, including trace nutrients such as vitamins, minerals, and phytochemicals, as well as dietary fiber. These nutrients have intestinal regulating, detoxifying, and antioxidant properties, boosting immunity, and helping to prevent the three major adult diseases. Fruit is said to be a complete food that supports the health of people of all ages, from young to old. "FRUITS IN LIFE" recommends the "FuruFuru 200" campaign, which calls for people to consume 200g of fruit per day, as well as the "Morning Full Life" campaign, which involves eating fruit in the morning, which is said to be particularly effective. The magazine also proposes "eating fruit" as a new eating habit for modern people, who are in need of even greater self-care amid the COVID-19 pandemic.
... The Tokyo Midtown store, the first "Fruit Life" store, aims to be a space that customers can casually drop in to every day, based on the idea that "we want people to incorporate fruit into their daily meals, rather than just thinking of fruit as a sweet." The interior of the store, which is based on mortar and tiles, gives off a friendly and clean impression. The freshness of fruit is expressed in the wall art at the back of the store, and is accented by the retro neon sign at the entrance.
Uber Eats and O:der Available
To increase customer convenience, FRUITS IN LIFE will be introducing the food delivery service Uber Eats and the mobile ordering app O:der Order. O:der Order is a pre-ordering and pre-payment app that allows you to pick up freshly made food at the store at a time that suits you, without having to wait in line even when it's busy. To use both services, please download the respective apps and place your order through the FRUITS IN LIFE page.
*The store page on Uber Eats will be activated from the opening day of the physical store (March 2nd).
About the amount of fruit consumed by Japanese people
Fruit consumption in Japan has been declining year by year. Only 14.8% of people consume an average of 200g or more of fruit per day. Nearly 60% of people eat only 50g to less than 150g of fruit.
The amount of fruit consumed by Japanese people is only about 1/3 to 1/2 of that in Western countries. Japan also ranks 129th out of 174 countries, which is below the global and Asian averages and is an extremely low level. (FAOSTAT, 2011)
Click here for company press release details
We offer menus that allow you to easily consume the daily recommended amount of fruit
"FRUITS IN LIFE" allows you to enjoy the 200g of fruit intake (edible portion) per person per day, as promoted by the Ministry of Health, Labor and Welfare and the Ministry of Agriculture, Forestry and Fisheries, all in one drink and one plate. Approximately 75% of Japanese people are said to be unable to meet the target fruit intake of 200g. The average Japanese person's intake is just under 100g, which is one of the lowest levels among developed countries.
"FRUITS IN LIFE" is based on the concept of "eating fruit" as a proposal for new eating habits for the Japanese people, and offers a menu lineup that eliminates the main reasons why Japanese people (especially young people) are turning away from fruit: the high price and the hassle of peeling and cutting.
*For information on fruit intake in Japan and around the world, please refer to Tables 1 and 2 in "Fruit Intake by Japanese People" below.
"Fruit diet" - eating and drinking - is delicious and filling even for vegans.
Each juice is packed with the amount of fruit and vegetables shown on the left, and we offer six standard menu items.
["Smoothies" - 11 varieties, starting from medium size 550 yen, large size 700 yen (excluding tax)] Our smoothies are freshly squeezed to order, flavored solely with the natural sweetness of fruit, with no added sugar whatsoever.
The menu at "FRUITS IN LIFE" is entirely plant-based. From smoothies and slow-pressed juices (cold-pressed juices) to a variety of dishes, including "avocado toast" made with 100% whole-wheat focaccia and "salad batons" made with fruit and vegetables wrapped in rice paper, we offer a variety of dishes that allow you to easily incorporate fruit into your everyday meals. Additionally, our lunch menu features the "FuruFuru 200 Set," which allows you to consume 200g of fruit, your recommended daily intake, on one plate.
We also offer recommended dishes for when you're feeling a bit hungry, such as "fruit jelly" and the guilt-free "smoothie parfait." Packed with vitamins and dietary fiber, the Avocado Banana Parfait uses over 200g of fruit and serves a generous 438ml serving, all low in calories. FRUITS IN LIFE offers seasonal fruit in a variety of easy-to-eat styles at affordable prices.
Produced by a Fruit Specialty Store Established 97 Years Ago
"FRUITS IN LIFE" was born from "Fruit Shop Aoki," a fruit specialty store established 97 years ago. To enjoy fruit to the fullest, thorough "ripeness" management is essential, something that machines and computers cannot determine. The store has staff on hand who are expert in managing fruit ripeness and who will communicate with customers to advise them on the characteristics of fruit and recommended ways to enjoy it. "FRUITS IN LIFE" is supported by the professional fruit know-how passed down over nearly 100 years of history, delivering the deliciousness and health of fruit.
Boost your immunity with fruit. Get a generous supply of minerals, vitamins, and other nutrients
Fruit contains all nine major nutrients necessary for humans, including trace nutrients such as vitamins, minerals, and phytochemicals, as well as dietary fiber. These nutrients have intestinal regulating, detoxifying, and antioxidant properties, boosting immunity, and helping to prevent the three major adult diseases. Fruit is said to be a complete food that supports the health of people of all ages, from young to old. "FRUITS IN LIFE" recommends the "FuruFuru 200" campaign, which calls for people to consume 200g of fruit per day, as well as the "Morning Full Life" campaign, which involves eating fruit in the morning, which is said to be particularly effective. The magazine also proposes "eating fruit" as a new eating habit for modern people, who are in need of even greater self-care amid the COVID-19 pandemic.
... The Tokyo Midtown store, the first "Fruit Life" store, aims to be a space that customers can casually drop in to every day, based on the idea that "we want people to incorporate fruit into their daily meals, rather than just thinking of fruit as a sweet." The interior of the store, which is based on mortar and tiles, gives off a friendly and clean impression. The freshness of fruit is expressed in the wall art at the back of the store, and is accented by the retro neon sign at the entrance.
Store Name: FRUITS IN LIFE Tokyo Midtown Store
Address: Tokyo Midtown Plaza B1, 9-7-2 Akasaka, Minato-ku, Tokyo
TEL: 03-6447-1190
Hours: Weekdays 8:30 AM - 9:00 PM (LO: 8:30 PM), Saturdays, Sundays, and Holidays 10:00 AM - 9:00 PM (LO: 8:30 PM)
Closed: Irregularly
Area/Seating Capacity: Approximately 75 sq. m / 18 seats
Address: Tokyo Midtown Plaza B1, 9-7-2 Akasaka, Minato-ku, Tokyo
TEL: 03-6447-1190
Hours: Weekdays 8:30 AM - 9:00 PM (LO: 8:30 PM), Saturdays, Sundays, and Holidays 10:00 AM - 9:00 PM (LO: 8:30 PM)
Closed: Irregularly
Area/Seating Capacity: Approximately 75 sq. m / 18 seats
Uber Eats and O:der Available
To increase customer convenience, FRUITS IN LIFE will be introducing the food delivery service Uber Eats and the mobile ordering app O:der Order. O:der Order is a pre-ordering and pre-payment app that allows you to pick up freshly made food at the store at a time that suits you, without having to wait in line even when it's busy. To use both services, please download the respective apps and place your order through the FRUITS IN LIFE page.
*The store page on Uber Eats will be activated from the opening day of the physical store (March 2nd).
About the amount of fruit consumed by Japanese people
Fruit consumption in Japan has been declining year by year. Only 14.8% of people consume an average of 200g or more of fruit per day. Nearly 60% of people eat only 50g to less than 150g of fruit.
The amount of fruit consumed by Japanese people is only about 1/3 to 1/2 of that in Western countries. Japan also ranks 129th out of 174 countries, which is below the global and Asian averages and is an extremely low level. (FAOSTAT, 2011)
Click here for company press release details
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