A new style of Italian healthy fast food, baked goods, coffee and smoothies, Fitaly twins the natural 'wholefood' influenced of Abruzzo, central Italy with the objective of making natural, gluten-free and vegan food 'normal' and satisfying in a modern, high-end cafe/shop context. It uses and promotes ingredients which provide specific health benefits for general nutrition and even ailments. Abruzzo is special in that its mountains helped the region to to remain slightly isolated from international influence until the 20th century, leaving a traditional uniqueness in its cuisine that Fitaly aims to capture through a rustic collection of vegetarian, vegan, gluten-free and meat dishes.