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Spring has sprung, and to usher in a new season of wellness, Whole Foods Market and Headspace have launched a cross-platform collaboration to promote mindful eating and shopping. The collaboration between the grocery retailer and meditation app company, which launched on March 18, includes a video series on Instagram (“Food for Mood”) and three meditations centered on mindful shopping, cooking, and eating.
Each of the four episodes of “Food for Mood” will feature recipes by chef and food/welfare advocate Sophia Roe, as well as insights from Harvard nutritional psychiatrist, chef and author of “This is Brain on Food,” Dr. Uma Naidoo. In the first five-minute episode, Roe and Naidoo make a colorful gluten-free baked berry crunch (watch above). New episodes will roll out through the remainder of the month on Whole Foods’ Instagram account, with the second installment going live on March 23. The collaboration also includes a free month-long trial to the meditation app’s premium-tier membership, Headspace Plus.
The team-up comes at a time when consumers are thinking more consciously about what they put into their carts—and into their bodies. According to a Harris Poll survey (conducted on behalf of Whole Foods Market), 85 percent of respondents would like to take steps to improve overall well-being, while 79 percent said that eating more mindfully is a priority.
“Mindful eating is so much more than just paying attention to our food—it encompasses finding joy and inspiration in our shopping, being present and intentional with our meal preparation, savoring what’s on our plate and developing a greater awareness of how it makes us feel or contributes to our wellbeing,” Eve Lewis, Headspace director of meditation, said in a press release.
It’s the latest in what appears to be a growing list of content collaborations with well-known companies for the meditation app, which boasts 70 million users in 190 countries: Just last week, Headspace announced “Headspace Breathers,” a mindfulness content initiative with Google aimed at families.