No longer just the drink of choice for raw-food zealots or juice-cleansing Hollywood celebs, cold-pressed juice is going mainstream. And we're not talking about grocery store OJ. Cold-pressed juice, made by pulverizing mounds of ingredients like kale, beets, ginger, spinach and kohlrabi, is thick and dense and rarely tastes or smells appealing. But the perceived health benefits are immense, and as more and more people turn to cold-pressed juice as a meal replacement, an industry has taken shape.
In The New York Times this week, writer Jeff Gordiner examined the burgeoning industry, which is quickly becoming a veritable juice rush. There is BluePrint, the New York-based company launched seven years ago that is grossing $20 million per year, which inked a multimillion-dollar partnership in December with the Hain Celestial Group. And there are many others:
Starbucks has acquired its own line, Evolution Fresh. Danny Meyer, the force behind Shake Shack and restaurants like Union Square Cafe, has developed Creative Juice, to be sold in some Equinox gyms and stand-alone shops. In New York, big-name investors are pouring cash into local chains like Organic Avenue, which has nine stores that it wants to double within 18 months, and Juice Press, which has 9 shops and plans to open another 10 by the end of 2014.
But will the trend hold? With more and more consumers demanding healthy food options, it seems that the masses will continue juicing up. (And with our new Food Tripping app, launching next week, we'll point you to where the best juice spots are.)
Read the article here.
Photo Illustration by Tony Cenicola/The New York Times