The Japanese Muji, which has offered dried foods and snacks since 1980 among its usual home, apparel and accessories offer, has opened a large 4300 m² store offering fresh food in Osaka. The offer, which includes chilled fresh meat and produce, occupies 50% of the store space and also features a Café and Meal Muji eating area. The concept will be rolled out to other markets according to CEO Kei Suzuki. One of the reported rationales of the innovation, is to entice customers to visit more often.