Industry News | June 25, 2012
Sweetgreen Launches Line of Organic, Cold-Pressed Juices
Sweetgreen, the farm-to-table organic salad restaurant group, today announced the launch of Sweetpress, a new line of organic cold-pressed juices to be sold exclusively at Sweetgreen locations starting this month. Sweetpress is targeted at consumers who value sustainability as much as they value taste, quality, and functionality.
Until now, cold-pressed juice has mainly been associated with rigorous liquid cleanses and speedy weight loss–unsustainable approaches to a truly healthy lifestyle.
“We wanted to not only make organic cold-pressed juice available in our area, but to show consumers how it can be enjoyed everyday as part of a balanced lifestyle–what we refer to as the ‘sweetlife,’” says Nicolas Jammet, one of the brand’s co-founders.
Sweetpress believes everyone has a daily rhythm based on personal notions of health and indulgence. To empower consumers to balance these elements, each juice was created with a specific use/occasion in mind: green juice becomes a morning ritual; a spicy citrus carrot blend energizes and combats the afternoon slump; and a pineapple concoction is the “juice that doesn’t judge” the morning after a late-night out.
Juices are available in six different flavors, one of which highlights the season’s best produce. The 12-ounce format is unique in the cold-pressed juice category, emphasizing the lifestyle-driven ethos and allowing a more accessible price point.
- Purify: kale, spinach, cucumber, apple, lemon, ginger
- Energize: carrot, orange, grapefruit, ginger, cayenne
- Satisfy: carrot, beet, apple, cucumber, spinach, lemon, parsley
- Detox: pineapple, apple, ginger, mint
- Hydrate: cucumber, pineapple, pear, coconut water, lime
- Seasonal (summer): watermelon, coconut water, mint, lime
Pricing is $7 for a 12-ounce Purify juice and $6 for all other 12-ounce juices.
Sweetpress juices are raw and freshly cold-pressed to preserve optimal nutrients and flavor.
“Most conventional juice bars grind and blend fruits and vegetables, heating the pulp and diminishing the juice’s nutritional integrity, while grocery store juices are cooked and pasteurized,” says Jammet. “We wanted to offer the most healthful product possible and honor our core value of ‘keeping it real,’ so unpasteurized, cold-pressed juice was the only way to go.”
Sweetpress continues the Sweetgreen brand’s steadfast commitment to responsible and sustainable sourcing.
“Choosing the best organic and local produce is part of Sweetgreen’s DNA,” says Jammet. “It made sense to extend our brand into fresh juices that complement our customer’s lifestyle, values, and palate.”
Each Sweetgreen location sees between 500-800 customers every day and Jammet expects the juice line to be a big hit with the company’s loyal consumers. The location-wide roll out starts at Sweetgreen’s Logan Circle shop, and will soon be available for home delivery and at all Sweetgreen locations.
Food & Beverage
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