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Le Whif

Want to lose weight? Stop eating and start breathing...

Published on June 21st 2010.


Le Whif

Here at Confidential food and drink is our bread and butter, so finding a new device on our desks, which asks us to inhale food rather than eat it was somewhat unnerving.

The problem is that not having the physical sensation of eating meant it lacked something essential in the experience. Le Whif is like alcohol-free larger, de-caf coffee, skimmed milk: there's something missing.

Le Whif allows consumers to breathe in chocolate or coffee dust through their mouths. It's safe enough- the chocolate or coffee is in microscopic sizes that are small enough to become airborne, though too large to enter the lungs. The invention is aimed at chocoholics and coffee addicts who can, with the help of this little lipstick-style tube, have a taste of chocolate with less than one calorie and a caffeine dose equivalent to a small shot of espresso.

Confidential editor, Jonathan Schofield, decided to be the first to suck it and see. Here's what he thought:

“The mint chocolate one tasted very definitely of chocolate. It was minty, but powdery and dry with a a flavour that died quickly in the throat, as though you'd wandered into a dust cloud of choc. The problem is that not having the physical sensation of eating meant it sort of lacked something essential in the experience. Le Whif is like alcohol-free larger, de-caf coffee, skimmed milk: there's something missing.”

Le Whifbr />Le Whiffers

But maybe it's Jonathan that's missing the point? (Er...thanks for that Lynda. Ed)

After all, if it does zap a craving then it's served its purpose.

Le Whif inventor David Edwards has bigger plans for the brand than just curing cravings. At the launch he demonstrated how Le Whif breathable food technology provides British consumers with a new way of eating - by breathing. He has even teamed up with Michelin-rated French chef Thierry Marx to concoct this intriguing insanity.

So Jonathan was right after all, by adding: “You'd have to be seriously serious about giving up chocolate to bother with this and you'd have to be seriously addicted to chocolate in the first instance to try.”

Available in four flavours (chocolate, raspberry chocolate, mint chocolate and coffee), Le Whif is available now from Manchester’s House of Fraser store on Deansgate or from www.lewhif.com priced at £1.99 for a single pack and £4.99 for a three-pack.

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