In the food section of the Beauty Apothecary on the second basement floor of the Isetan Shinjuku store, which was remodeled in September, stick-type cereal bars are popular. Other popular items include pre-made meals like risotto, cereals, and pancake mixes.

All of these are hassle-free and easy to eat, which is said to be popular among busy working women. Many women also buy stick-type cereal bars as a snack. "We stock items that are easy to make even when you're short on time, so that you can easily incorporate healthy foods into your diet. I often see female employees snacking on cereal bars at their desks," says buyer Aya Yoshino.

Also, next door, there's a wine section overseen by Shinsaku Katsuyama, organizer of the natural wine festival "Festivum." The section features a selection of wines made with organic grapes grown without pesticides and with as few additives as possible, including antioxidants. Prices range from 1,500 yen to 10,000 yen, with best-selling items around 2,500 yen. The popular item is "Open Now," and you can also sample at the tasting counter.

Ingredients that are easy to make into snacks, such as pâté, are available near the wine section, and buyer Yoshino says, "I hope busy women will buy some wine and snacks and relax at home."

Major best-selling items in the food section include the sugar-free "Beauty Bar" (252 yen) made only with nuts and dried fruit, supervised by Erika Angyal, "Tokachi Blanc Mix" (273 yen), a pancake mix made with eggs and milk, and "Maison Papillon" pâté (1,365 yen).