Food & Beverage
Drinkable wellness: Why Juice It Up is betting on Aloe Vera
The global market for aloe vera juice was valued at $13 billion in 2022 and is on track to hit $24.1 billion by 2032
September 12, 2025 by Cherryh Cansler — Editor, FastCasual.com
For many consumers, a drink isn't just about quenching thirst. It's about a quick, convenient dose of wellness. In a market where functional beverages are booming — projected to reach a value of nearly $250 billion by 2030 — the demand for drinks with added health benefits is driving innovation across the fast casual industry.
California-based Juice It Up is at the forefront of this trend, reintroducing its fan-favorite Strawberry Lemonade Twist. This seasonal special, a returning hit for its third consecutive year, features the increasingly popular ingredient: aloe vera, said Noah Burgess, a research and development scientist at Juice It Up.
"Aloe vera is light, refreshing and perfect for summer," he said in an interview with FastCasual.com "It's also a great source of vitamin C, which supports skin health — making it both a functional and seasonal favorite."
The decision to spotlight aloe vera is no accident. The global market for aloe vera juice alone was valued at $13 billion in 2022 and is on track to hit $24.1 billion by 2032. This growth reflects a broader consumer shift toward holistic wellness products that offer more than just basic hydration.
The Strawberry Lemonade Twist is a dairy-free blend of strawberries, lemonade, aloe vera and a strawberry-apple juice blend. Its subtle, textural innovation proves how a legacy brand like Juice It Up remains relevant, Burgess said. Its menu, priced at $6.39 for a small, $8.49 for a medium, and $10.59 for a large, also includes a variety of other functional ingredients like turmeric, spirulina, probiotics and ginger.
Juice It Up is far from the only concept infusing drinks with aloe vera. New Jersey-based Playa Bowls got in on the trend three years ago when it began offering collagen and aloe-infused smoothies. Cupbop, a fast casual Korean brand based in Utah, serves Yoga Vera, a Korean yogurt drink that contains aloe vera juice and gel, and True Food Kitchen, health-focused restaurant chain, offers a "Hangover Rx" cold beverage made with pineapple, orange, coconut water, aloe vera and organic sea moss.
"Aloe vera has a very mild flavor, so it doesn't overpower the smoothie," Burgess said. "Instead, it enhances the texture adding a smooth, slushy-like consistency while letting the vibrant strawberry and lemonade flavors shine."
About Cherryh Cansler
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