News

Sweetgreen launches into beverage business

June 26, 2012

Sweetgreen has announced the launch of its Sweetpress, a new line of organic cold-pressed juices, sold exclusively at Sweetgreen locations.

The juices are available in six different flavors and are priced at $7 for a 12-ounce Purify juice and $6 for all other 12-ounce juices. The juice lineup is:

• 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

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.

“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,” said Sweetgreen co-founder Nicolas 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.”

The launch of its cold-pressed line highlights the juice trend overall. In 2011, Starbucks purchased Evolution Fresh, a producer of cold-pressed juiced. In April, the company opened the first Evolution Fresh retail outlet, dedicated solely to the sale of cold-pressed juices and smoothies.

Read more about food and beverage trends.