If you’re in the gym, thumbing social media or reading Mashable, chances are you’ve come across some sort of fad diet. Drink this, they said. It would be healthy, they said. Starve intermittently, they said. It would be fine, they said. What if for once, we all just listened to our belly? That’s the proposition for a new convenience store brand that we created and launched. nomnom!

“It was a leap of faith. I didn’t know what nomnom meant. But our target audience sure does, and they love it.”

— Keith Yoshida, Par Hawaii, Vice President, Planning & Business Development