A bag? No thanks
Muppies support sustainability and therefore go shopping in places like Unpackaged, the first supermarket in London where products such as pasta, rice and cereals are served loose and without packaging. Customers have to bring their own containers.
Adam has three Master’s degrees, speaks four languages and is looking for premises for his new start-up. He doesn’t like being labelled, but recognises that he identifies with the muppie philosophy. While he fondly remembers his recent past as a blogger, he drinks an ecological shake made of paprika, orange and purple carrots in Daluma (Rosenthaler Platz, Berlin). It’s a new healthy cafe that is always packed. It’s not long before he takes out his iPhone with its Gameboy case to take a photo of his shake and post it on Instagram. This is the favourite social network for muppies to maintain their hyperactive ‘social life’.
Where are the members of this new urban subculture based? Spread all over the world. They choose 100% ecological restaurants to eat in. They consume kale practically every day, they order miso soup in restaurants and replace chocolate with carob. In Singapore there is Pollen, located in Gardens by the Bay. The menu is prepared using produce from its private vegetable garden. Roasted artichoke with oven-cooked celery and truffle is its signature dish.