There's Big Business in Fresh Green Juices. Do you juice? So do actresses Jennifer Aniston and Gwyneth Paltrow, hip- hop mogul Russell Simmons, and Yankees first baseman Mark Teixeira, along with millions of hedge- fund managers, homemakers, and health nuts across the country and even around the world. We're not talking here about that kind of juice - - steroids that boost athletic performance. We're speaking of spinach slurpies, kale cocktails, super- fruit smoothies, and all sorts of other nutrient- packed libations that have become not just drinks but an impassioned cause among a growing cadre of health- , diet- , and nutrition- obsessed consumers. Whether bought off the shelf or custom- blended in hipness- drenched juice bars, super- premium vegetable juices, in particular, are taking America's trend- setting cities and well- heeled suburbs by storm, lending new meaning to the age- old concept of a liquid lunch. In certain precincts of Manhattan and Los Angeles, almost everyone, it seems, is clutching a bottle of the brackish- looking stuff. Juicing, as a meal replacement or mere refreshment, has become a $5 billion business, and is projected to grow by 4% to 8% a year. While juice fasts, or cleanses, have long been used to shed unwanted pounds, the latest craze is best viewed as part of a national move, especially among people in their 2. The habit doesn't come cheap: A 1. Swiss chard, lemon, and ginger juice will set you back $1. Juice Press, a raw- juice bar with four outposts in New York and a busy mail- order business. Then again, Americans spent $2. THE U. S. MARKET FOR FANCY JUICES is highly fragmented, encompassing both super- premium chilled products sold at retail outlets and fresh- pressed and blended concoctions available at more than 6,2. To be sure, the business in all forms is but a sliver of the total $2. U. S. But it's an exciting sliver that has beverage and packaged- foods giants, food- service companies, venture capitalists, and entrepreneurs seeing green. Barron's Cover Drink Up! America is finally eating its vegetables -- from a bottle. How fresh juice is becoming big business for Starbucks and your local juice bar. Many of us have come to believe that eating healthier means eating lots of fruits and vegetables. While fruits and vegetables are much better for you than refined. Q: What are the benefits of drinking raw fruit and vegetable juices vs. A: There aren't any benefits to drinking fruit juice over eating whole. Your daily values may be higher or lower depending on your calorie needs. Two weeks ago, for example. Campbell Soup. CPB - 0. Campbell Soup Co. U. S.: NYSEUSD5. 7. Discover the health benefits of juicing and why you should incorporate it into your diet. Rate your experience with FENUGREEK on WebMD including its effectiveness, uses, side effects, interactions, safety and satisfaction. Which is the best juicer for me? With so many options out there, why not see the differences for yourself? In fact, they are the most popular. Date(1. 49. 31. 54. Volume (Delayed 1. AFTER HOURSUSD5. 7. Volume (Delayed 1. P/E Ratio. 3. 5. 9. Market Cap. 1. 74. Dividend Yield. 2. Rev. Sales of Campbell's traditional, shelf- stable V8 vegetable juice have stagnated in recent years, although the company has generated growth by extending the V8 brand to jazzier fruit and vegetable beverages. In most chilled- juice aisles, Bolthouse Farms shares shelf space with. Coca- Cola's. KO - 0. Coca- Cola Co. U. S.: NYSEUSD4. 3. 1. Date(1. 49. 31. 54. Volume (Delayed 1. AFTER HOURSUSD4. 3. Volume (Delayed 1. P/E Ratio. 2. 8. 7. Market Cap. 1. 84. Dividend Yield. 3. Rev. Coke, in the vanguard of most beverage trends, snapped up Odwalla in 2. Pepsi dived into the market in 2. Naked Juice for an estimated $4. North Castle Partners, another private- equity firm. Irma Shrivastava, vice president, marketing, for Odwalla says the company is introducing a new line of organic veggie and fruit juices this week, available first at. Whole Foods Market. WFM - 1. 0. 97. 09. Whole Foods Market Inc. U. S.: Nasdaq. USD3. Date(1. 49. 31. 54. Volume (Delayed 1. AFTER HOURSUSD3. 6. Volume (Delayed 1. P/E Ratio. 2. 5. 9. Market Cap. 1. 13. Dividend Yield. 1. Rev. She says the category is growing even faster in traditional grocery channels than in the market overall. Pepsi executives declined to comment. Sales of bottled super- premium fruit and veggie juices totaled $2. Beverage Marketing, a research and consulting firm. Sales of more traditional juice products such as orange and apple juice have been flat or lower in recent years, while annual sales of carbonated soft drinks plateaued at around $7. A juice quake could be coming to the premium- juice market now that. Starbuckssbux - 0. Starbucks Corp. U. S.: Nasdaq. USD6. Date(1. 49. 31. 54. Volume (Delayed 1. AFTER HOURSUSD6. 1. Volume (Delayed 1. P/E Ratio. 3. 1. 2. Market Cap. 8. 83. Dividend Yield. 1. Rev. In November the company bought Evolution Fresh, a line of cold- pressed vegetable and fruit juices, for $3. Jimmy Rosenberg, founder of the Naked brand. Four months later the Seattle- based coffee giant opened its first Evolution Fresh store in nearby Bellevue, Wash., selling bottled and personalized beverages, sandwiches, soups, and salads, all with a healthful twist. The focal point of the 1,1. Friday, Starbucks opened its first Evolution Fresh store in downtown Seattle, and said it plans more in Seattle and San Francisco this fall. We've hit on a major lifestyle trend. Howard Schultz, Starbucks' chairman and CEO, told analysts the company intends to reinvent the category . The company hasn't disclosed how many Evolution Fresh stores it envisions, although Schultz has mentioned . Starbucks, which trades for $5. He sees the Evolution Fresh brand as an opportunity to expand Starbucks' higher- margin consumer packaged goods and food- service business, whose sales could reach $1. STARBUCKS ISN'T THE ONLY JUICE COMPANY with grand ambitions. The Yankees' Teixeira was so impressed by the refreshments at Juice Press that he bought a piece of the business in February with Kenny Dichter, the founder of Marquis. Jets. Dichter, who sold his fractional- jet business to. Berkshire Hathaway. BRKA 1. 0. 55. 61. Berkshire Hathaway Inc. Cl BU. S.: NYSEUSD1. Date(1. 49. 31. 54. Volume (Delayed 1. AFTER HOURSUSD1. 67. Volume (Delayed 1. P/E Ratio. 1. 7. 1. Market Cap. 4. 03. Dividend Yield. N/ARev. He foresees a 1. 5- store metropolitan- area chain within the next 1. North America, with an opportunity for annual sales of $5. Marcus Antebi, who founded the chain 2. Private- equity giant KKR has invested in the eight- store Manhattan chain, in partnership with Jonathan Grayer of Weld North. Juice Gallery's Dan Titus, 5. Mc. Donald's. MCD 5. Mc. Donald's Corp. U. S.: NYSEUSD1. 41. Date(1. 49. 31. 54. Volume (Delayed 1. AFTER HOURSUSD1. 41. Volume (Delayed 1. P/E Ratio. 2. 6. 1. Market Cap. 1. 08. Dividend Yield. 2. Rev. Juice Generation, another eight- store New York- based start- up, also has installed bars at Equinox gyms. Earthbar, started by Noah Bubman and his father Bernie, a pharmacist who once operated more than 2. Great Earth health- food stores, is planning to open 1. Singapore and Malaysia in the next six months. Juice Generation is adding a ninth store in September. The company opened its first store, in Manhattan, in 1. JAMBA JUICEjmba 0. Jamba Inc. U. S.: Nasdaq. USD8. 5. 0. 0. 80. Date(1. 49. 31. 54. Volume (Delayed 1. AFTER HOURSUSD8. 5. Volume (Delayed 1. P/E Ratio. N/AMarket Cap. Dividend Yield. N/ARev. They peaked in 2. Emeryville, Calif.- based company with a meager market value of $1. Jamba is shifting its business model to 6. Jamba began life in 1. California beach as Juice Club, and today operates or franchises 7. U. S. In March the company, known for its fruit smoothies, announced plans to launch a new concept store focused on healthier raw juices. Fruit- laden smoothies generally pack far more sugar and calories than juices made from leafy greens. Scott Van Winkle, an analyst at Canaccord Genuity, notes Jamba's company- owned same- store sales are expected to grow 4% to 6% this year. The company said in January that it plans to retrofit its 9. Russell Simmons, co- founder of Def Jam Recordings, thinks he knows. The movie chronicles the efforts of an overweight Australian filmmaker and former financier, Joe Cross, who travels across the U. S. She says sales are growing by 6. Fashion designer Norma Kamali is another fresh- juice devotee. She adopted a raw and juice- based diet two years ago, and has been selling fresh- pressed juice at the Wellness Cafe in her midtown Manhattan store since 2. The medical research is incomplete and inconclusive. Some health experts still question the role of nutrition in fighting diseases like cancer, and others worry about what's missing when produce is pulverized and reduced to its liquid essence. Robert Post, deputy director of the Center for Nutrition Policy and Promotions at the U. S. Department of Agriculture, says . One concern about fresh- pressed juices, in particular, is that they aren't pasteurized. This increases the potential for contamination by pathogens, which can cause illness. Although many smaller juice bars abide by strict sanitary guidelines and label refrigerated bottles with sell- by dates, not all outlets follow these procedures. Evolution Fresh uses high- pressure processing, a nonthermal pasteurizing process that can extend the shelf life of fresh- pressed fruit and vegetable juices to about 4. The company claims the juice loses none of its taste or enzymes and micronutrients. Only this much is certain: Juicing is a lot better for you than eating a Big Mac and fries or Taco Bell's carne asada. Woodson Merrell, chairman of the Department of Integrative Medicine at Beth Israel Medical Center in New York. Barron's ran an admittedly unscientific taste test last week, in which 1. We initially had planned to do a three- day office juice cleanse, a liquid- diet regimen that supposedly goes down easier when the other folks at the water cooler are in on the plan. But common sense prevailed, given the unknown effects of solid- food deprivation on magazine production. Barron's staffers sampled green- vegetable combinations from Jamba Juice, Juice Generation, Naked Juice, Organic Avenue, and the Juice Press. Not surprisingly, the sweeter smoothie products - - Green Machine from Naked and Apple 'n Greens from Jamba, which doesn't have a pure vegetable potion - - won hands down in the taste department. Of the three raw juices from local boutiques, our taste panel favored Doctor Green from the Juice Press - - a mixture of pineapple, apple, lemon, ginger, and kale. One quaffer said the Green LOVE juice (the love stands for . Another said Green LOVE had a .
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