New pop-up stocks lightboxes and Vitamin D drinks for SAD sufferers

A pop-up bar where customers can enjoy the sensation of sun on their face while sipping a vitamin D smoothie has opened in the capital for those struggling with long, dark British winters.

London’s first Vitamin D Bar, in New Street Square in the heart of the City, has lightboxes for those suffering from Seasonal Affective Disorder (SAD).

The condition is caused by people not being exposed to enough light, which the brain needs to control hormone production. Symptoms, including fatigue, reduced concentration and low mood, can be relieved by time in front of a lightbox which, like the sun, produce rays that contain vitamin D. According to NHS data, up to one in 15 Britons experience the effects of SAD.

The store sells vitamin D-laden “Blues Beater” smoothie, created by health food cafe Crussh and Stockholm-based health app Lifesum. It is made from blueberries, fermented milk product kefir, spinach and bananas and so is high in magnesium, fibre and protein — which speed up the body’s metabolism and ability to absorb vitamins.

Frida Harju, in-house nutritionist for Lifesum, said data from app users in London show low levels of vitamin D, particularly in January: “This triggered the idea of creating the ‘Vitamin D Bar’ [which] will give Londoners a much-needed nutritional boost.”

Helen Jones, head of marketing for Crussh, said: “Just 10 minutes in the Vitamin D Bar in our new City store will help boost your vitamin D levels and your mood this January.”

The pop-up runs until the end of the month. The smoothie is available from Crussh until March, costing from £3.80 for a small to £6.30 for a large.

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