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Juice: A booming industry

beautiful green juice photo

Sip on this: While housing prices flounder and the stock markets trips and dips, New Yorkers have an unquenchable thirst for $8 and $12 juices.

Witness the rising fortunes of several premium juice and cleanse outfits. BluePrint Cleanse’s shiny vans ferry spicy lemonade and cashew nut milk around the city. Organic Avenue’s orange bags are spotted on nearly street. Juice Generation is on an expansion tear, thanks to a partnership with Equinox. And countless smaller brands are riding high on our culture’s current love affair with cold-pressed beverages. If you were smart enough to invest in Lululemon ten years ago, consider “juice” a similar hot tip.

One reason juice and cleanses feel ubiquitous? The companies have been incredibly savvy about lifestyle partnerships. By teaming up with top fitness studios from Flywheel and Exhale to Kula Yoga, juice is everywhere healthy New Yorkers go.

Juice Generation founder Eric Helms

Juice Generation founder Eric Helms

“We had one store for 14 years. By the end of the year, we’ll have nine locations,” says Eric Helms, the creator of Juice Generation and co-founder (with actor Salma Hayek) of Cooler Cleanse.

Helms recently partnered with Equinox Fitness to open Juice Generation Cafes (which also stock Cooler Cleanse’s juices and raw food) at the city’s key clubs—SoHo, Greenwich Avenue, and, by month’s end, the 63rd and Lex location on the Upper East Side. “Juice is definitely having a moment,” says Helms.

BluePrint Cleanse, which debuted in 2007, has seen a tremendous uptick in sales and distribution. The restaurant-loving, workaholic’s detox brand of choice is now sold at Whole Foods by the bottle, and, in big local news, at Brooklyn’s Union Market. The brand just opened a Los Angeles kitchen for its West Coast fans.

Since an investment last year, Organic Avenue has grown to eight locations—with a Midtown East boutique opening any minute that will have seamless web ordering. At the Lower East Side headquarters, called the Space of Love, a mocktail bar will open on November 11. That’s incredible growth for a company that, until five years ago, was run out of the loft of founder Denise Mari.

There’s even room for newcomers, like Juice Press, a raw-food purveyor with irreverent slogans (“drink our organic juice a real lot and you’ll lose eleventeen pound in due course”) and Dr. Bronner’s-ish juice labels. Marcus Antebi’s two East Village stores have flourished on turf that was once just Liquiteria’s, and the paint is barely dry on a brand-new third location for Antebi’s (especially creative) juice blends on the Upper East Side.

Why is the strongest currency green juice and coconuts? “Juice is an immediate way to do something healthy for yourself. It’s accessible and immediate,” says Juice Generation’s Helms. “Plus it’s part of a healthy lifestyle that New York was missing.” —Melisse Gelula

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  1. September 14th, 2011 at 10:40 am

    [...] The booming industry of juice. (Well + Good) [...]

  2. September 15th, 2011 at 5:20 pm

    I LOVE that juice is popping up everywhere now. For so long I have had to trek far downtown for it, and now I have my pick of places!

  3. September 15th, 2011 at 10:47 pm

    It’s about time we had more healthy options on the streets of NYC!

    FYI: there’s another organic juice truck newcomer rolling on the streets come September 21st called The Squeeze!!!

  4. September 25th, 2011 at 1:51 pm

    Great to see that juicing is getting the recognition that it deserves. Nothing is a better pick me up then a fresh all-natural juice!

  5. October 12th, 2011 at 4:49 pm

    [...] their health value need to come from the complete food.” —Lisa Elaine HeldMore ReadingJuice: A booming industry The Zaca patch: An organic hangover cure? Calcium without cows: How to get your daily [...]

  6. October 13th, 2011 at 11:30 pm

    [...] of wheatgrass? The NY Post and Grubstreet reported yesterday that Starbucks is eye-ing the cold-pressed juice biz. So you’ll be able to satisfy both your caffeine fix, and your kale fix, at the coffee [...]

  7. November 15th, 2011 at 11:07 am

    [...] and high schools, and college campuses as possible locations. And we’re suspicious.While cold-pressed juice with fruit and veggies sounds like a great addition to school lunch and the college dining hall, Jamba doesn’t [...]

  8. November 28th, 2011 at 6:30 am

    [...] every neighborhood, but to become a holistic lifestyle company. That’s a first on the competitive juice-and-cleanse scene.Denise Mari, the Juice World's Martha StewartWith the opening of the Space of LOVE (an acronym [...]

  9. February 23rd, 2012 at 8:02 am

    [...] Nolita open this week, many more on the way, and the support of New York Yankee Mark Teixeira.While New York’s juice boom has been in hyper-drive for the past year, Juice Press—which debuted in the East Village in 2010 [...]

  10. July 23rd, 2012 at 7:47 am

    [...] amid the juice boom of the past few years, it seemed the East Village landmark—which primarily makes made-to-order [...]

  11. August 16th, 2012 at 10:45 am

    [...] wonder how long it will be before Evolution Fresh makes its way to New York for a taste of the already booming juice scene? AKPC_IDS += [...]

  12. September 12th, 2012 at 10:51 am

    Do you think evolution fresh will offer the same premium quality juices that’s not raw? I think not.

  13. November 16th, 2012 at 6:32 am

    [...] new juice cleanses New Yorkers are sipping on 1 / 8 It may seem like New York's juice cleanse market is saturated with successful companies like Organic Avenue, BluePrint, and Cooler Cleanse. But a [...]

  14. December 13th, 2012 at 6:32 am

    [...] said the juice economy was booming last year, but it turns out it was just flexing its muscles. Manhattan is crazier than ever for [...]

  15. December 13th, 2012 at 1:03 pm

    [...] Survey Manhattan’s juice landscape (with our handy new map!), and you’ll notice lots of new details to sip on from this time last year. [...]

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