I remember having my first green juice. It was the beginning of 2010, and a colleague of mine was doing the Dr. Junger’s Clean Program in an attempt to start the year in a healthy way. During lunch one day, she introduced me to Liquiteria, which at the time was still a singular location in East Village. Walking into the snug store, I was immediately intoxicated by the bright, sweet and slightly bitter fragrance of fresh greens being pressed, and became overwhelmed with excitement looking at the menu of freshly pressed juices. I settled on what would now be considered a basic green juice made from lemon, ginger, kale, spinach, romaine, parsley, celery and cucumber. From the first sip, I was hooked.
Since then, the cold-pressed juice market has exploded with boutique juice shops popping up on every corner in New York, LA and SF, Whole Foods stocking BluePrintCleanse along with other craft brands and Starbuck acquiring and now serving Evolution Fresh juices in their coffee shops. I couldn’t be happier with this development, and have trawled various juice boutiques in cities around the world trying their take on my favorite green drink.
Within the past year, I’ve noticed the brands that have entered the market more recently are approaching it a bit differently and bringing a second way of cold-pressed juice innovation. Moving beyond just health and cleansing benefits, there are now culinary inspired juices touting flavor combinations like beet, blood orange, fennel and shiso leaf, to juice recipes especially designed for your dosha recommending that if you’re vata like me to avoid dense greens like kale in juice, to the more seasonal farm to table approach incorporating local produce like dandelion greens and sugar snap peas currently, to the recently launched first kosher pressed-juice company, Jus.
It’s been interesting to observe how these new players have approached differentiating themselves within the market. The sum of their efforts has certainly grown the category (to $3.4B) and has made it more accessible for people in terms of time and convenience (maybe not financially just yet). Whether it’s been purposeful, these craft brands are segmenting the market in ways that are breaking down barriers like taste or religious food restrictions, while building onto existing beliefs like eating local and/or behaviors – freshly pressed juice cocktails anyone? Some are even creating new consumer benefits like achieving bodily balance. I must say, very nicely played!
With my green juice loving heart and consultant brain, I’ll be curious to see how the pressed juice market continues to innovate and expand.