Wagamama will comply with new laws on calorie labelling – but revealed it will still continue to offer a menu without calories as “everyone’s relationship with food differs”.
The mandatory introduction of calories on menus begins next week, with Wagamama giving customers the option to request a calorie-free version if they prefer.
It said it made the decision after realising that “calories aren’t helpful for everyone”.
Wagamama is launching a new menu campaign called ‘True Nourishment’, which it says is grounded in the brand’s long-withstanding food philosophy that leading a truly healthy life is not just about consuming quality ingredients, but also maintaining quality thoughts and mental wellness.
The chain has partnered with anti-diet entrepreneur Lucy Mountain as part of the campaign and to help raise awareness of its non-calorie menu.
She said: “As calorie labelling becomes mandatory for all high-street menus, the role of education on how nourishment goes beyond simply calorie counting is more vital than ever. This is why I’m so passionate and proud to be partnering with Wagamama on this campaign to bring their balanced and holistic ethos to life.”
She added: “Around 1.25 million people suffer with an eating disorder. Many sufferers therefore are likely to be met with the challenge of feeling safe while dining out at restaurants like Wagamama. Which is why it’s brilliant to see that Wagamama is offering guests a calorie-free menu to help alleviate the trauma of what can already be an extremely difficult event for sufferers. I’d encourage other restaurants to do the same.”
Wagamama is in the process of launching its summer menu, which will also see the return of permanent menus with its extensive vegan options now on the same menu.