*Updated February, 2020
Have you been as confused as I have been about all the juice options everywhere? I know I should be drinking some, but which ones? For the past two years, cold pressed juice has been having a moment. Small, independent organic juice companies have been producing wildly popular healthy fruit and vegetable juices, not pasteurized but cold-pressed. Now the big players are getting into the game. Starbucks has its own line, BluePrint Juices have partnered with Hain Celestial Group, Danny Meyer of Shake Shack fame developed Creative Juice, and Coca Cola is investing in Suja, an organic, cold-pressed juice company.
The popularity of these juices comes from consumer demand for healthy, fresh, minimally processed fruit and vegetable juices. Consumers are looking for healthy drinks with less added sugar and fewer preservatives. These small juice companies use non-GMO ingredients. The theory is that cold-pressing helps the juices retain more of their nutrients. Traditional juices use heat pasteurization to kill bacteria. The new cold-pressed juices use high pressure to kill bacteria. These juices are often used for cleanses.
Consumers also want more than just tomato, apple and orange juice. There is a lot of produce packed into each bottle of these cold-pressed juices. Starbucks’ Evolution Juice has one to two pounds of fresh fruits and vegetables in its 15 oz. bottles. BluePrint’s Green juice has six pounds of produce in each 16 oz. bottle. Neighborhood Press, based in LA has three to six pounds in each16 oz. bottle. The juices I’ve tried taste just-squeezed. The high-pressure (up to seven tons in some companies) apparently extracts and preserves every last drop of goodness from the produce.
Are these high-pressure juices healthier than traditional pasteurized juices? The jury is out. Science has not been able to declare a winner. The real advantage of cold pressing is that it gets every bit of juice and nutrient out of the fiber resulting in dense and nutritious drinks. They are very popular in spite of the fact that they cost more than traditional juices. Consumers have moved beyond using them only for cleanses and now just drink them as snacks or as breakfast or lunch. Venture capital money has poured into these companies and many are saying these juices will be as big a consumer category as premium coffee has been. One word of caution – do not drink these juices to replace eating fruits and vegetables. The juices do not have the useful fiber of the original fruits and vegetables.
Trader Joe’s sells cold-pressed juices under their own label. This Trader Joe’s Organic Cold Pressed Coconut Carrot Juice 12 fluid oz. bottle has 70 calories and is $3.29.
Starbuck’s wants to give consumers an ‘authentic juice experience” with their Evolution Cold-Pressed juices. They offer 17 flavors. Different flavors come in different sizes and costs.
Blueprint sells 6-packs of its juices on its website. Prices for a 6-pack are $65.00-$75.00. This is an example of their most popular flavors. $65.00 for six.
BluePrint also has Cleanses, Wellness Packs, Boosters and Vinegar Tonics to for the days you don’t want to make your own apple cider vinegar. 6 for $24.00.