Slim Pickings

UPDATED 07/24/2000 at 01:00 AM EDT Originally published 07/24/2000 at 01:00 AM EDT

An avid runner and biker since her teens, Andrea Halperin has always kept to a low-fat diet. But in recent years, as eating trends shifted toward high-protein, low-carbohydrate regimens, she noticed that her favorite fat-free foods were being crowded off supermarket shelves. "I had to go to four different stores to find what I wanted," says Halperin, 34. "It was annoying."

No more. Last September the former marketing executive opened F3, a 4,300-sq.-ft. grocery store on Manhattan's East Side, a one-stop fat-free emporium where the aisles are filled with guiltless goodies—and lots of excited customers. "Normally when I walk into a supermarket, there's a battle between my id and my superego, with usually the id winning out," says psychiatrist Isaac Herschkopf, 50, who loves the store's healthful cheesecakes and dried fruit. "When I walk into F3, there's no struggle."

Growing up in Great Neck, N.Y., the older child of dermatologist Harvey Moser, 71, and his wife, Harriet, 59, a Ph.D. student, Halperin herself never struggled with weight but takes her customers' battles seriously. Every item she stocks must contain less than half a gram of fat per serving (the FDA requirement for "fat-free" foods)—and pass her personal taste test. "If I don't like it, I don't have it," says Halperin, who lives in Manhattan with her dermatologist husband, Peter, 38. It has been worth the effort for both Halperin—who expects sales of $1.5 million this year—and her customers. "I've gotten hugs from people," she says. "They get the feeling they're in a candyland. They say, 'Thank you so much for this store. This is what I've always wanted.' "

Your Reaction

Follow Us

On Newsstands Now

Robin Roberts: How Loved Saved Me
  • Robin Roberts: How Loved Saved Me
  • Emma and Andrew: All About Hollywood's Cutest Couple
  • Prince George! More Yummy Photos

Pick up your copy on newsstands

Click here for instant access to the Digital Magazine


From Our Partners

Watch It

Editors' Picks

From Our Partners

Sign up for our daily newsletter and other special offers.
    Choose your newsletters
Thank you for signing up! Your request may take up to one week to be processed.
    see all newsletters