An ecosystem that combines learning, play and shopping to inspire boys and girls to choose the healthiest foods and develop better nutritional habits. This is how Bright Bites is presented, considered the first supermarket in the world designed especially for children. It has been operating since last September under a proposal that aims to revolutionize the shopping experience, making it interactive, educational and gamified.
It is a concept developed by Carrefour in the United Arab Emirates, which the Majid Al Futtaim group operates in the country, and is located in the Mall of the Emirates shopping center in Dubai. Its mission is to promote and facilitate healthier eating, making it more accessible and affordable, in line with the company’s commitments and the country’s regulations on health and education.
Bright Bites seeks to promote what it calls the “lunch box revolution” and empower boys and girls to make more informed food decisions. To do this, it is based on the “Pick Your Five” system, which establishes five basic food categories: fruits and vegetables, main dishes, dairy products, beverages and conscious snacks. Altogether, it forms a balanced meal.
The establishment is organized around these areas and presents healthy and child-friendly products. It is accompanied by a visual system and a narrative code around five animated characters, who are the protagonists of both the packaging and the decoration of the store, as well as the exclusive merchandising and communication strategy.
The store operates under a registration model and gives each child a card associated with a payment system managed by an adult. With it they can make purchases in a cart, and access all the products in the store, mostly their own brand, but also with the presence of a manufacturer’s brand.
It also allows you to unlock games and experiences. Visitors can, among other things, design their own lunch box, prepare smoothies by mixing ingredients using a bicycle, or get toys from a claw machine. All of this gives them points that they can continue in a general classification.
In addition, the store also has a cafeteria area for adults.
The experience is completed with the Bright Bites Besties Book, a collectible book that includes puzzles, riddles, games and stickers, which can be obtained with the purchase of products in the store. Includes 20 different stickers that show the characters from the store’s creative universe.
However, Bright Bites goes beyond the shopping experience. It also includes the so-called Bright Bites Academy, an educational experience aimed at children, parents, caregivers and teachers to expand knowledge about food through practical workshops and shared cooking classes.
On the other hand, Bright Bites also has a School Program, designed to connect with schools and educational institutions in the United Arab Emirates. Thus, the store opens its doors to students from all over the country so that they can learn about its tools and methodology. The program, as reported by Bright Bites, has been developed in collaboration with nutritionists and offers resources to teachers, such as lesson plans or activity guides.
All of this makes up a food retail ecosystem that the company considers pioneering. “This is not just innovation; It is impact. We’re tackling global challenges like malnutrition and childhood obesity, while helping parents solve the daily struggle of preparing healthier meals.” commented Dr. Günther Helm, CEO of Majid Al Futtaim, via LinkedIn after the inauguration. “As a parent, I know the struggle is real and I believe this is a game changer. Bright Bites proves that retail can play a bigger role in caring for customers and communities”.
In this sense, Bright Bites aligns with Majid Al Futtaim’s commitments in terms of health and family well-being, following its “Choose Better” program launched in 2023. With it it aims to promote healthier decisions, making purchasing more accessible, affordable and attractive.
The Bright Bites concept is a reflection of the commitment of large supermarket chains to promote healthier habits, especially thinking about new generations. Earlier this year, Auchan launched “Le Choix des Couleurs”, a design initiative to educate children in creating balanced meals.
Together with product designer Clémence Germain, she created a tray and six containers, with different shapes and colors, to help shape various dishes. The idea was complemented with activities at the point of sale and organic content on social networks aimed at promoting the adoption of a varied diet and raising awareness about healthier habits.
