What’s Behind the Green Juice Fad?
Carrying a bottle of vegetable juice has become a status symbol
Suja’s Annie Lawless, co-founder, and Jeff Church, CEO, at the cold-pressed juice company’s San Diego operation Sandy Huffaker for The Wall Street Journal
KATHERINE ROSMAN
Nov. 11, 2013 7:23 p.m. ET


The price of vegetable, fruit and superfood juice is beginning to approach that of expensive liquor. Katie Rosman joins Lunch Break with a look at the growing market for premium juice, and whether the health claims hold up. Photo: BluePrint.
How much will consumers pay for healthy-in-a-bottle? As much as $10 and sometimes more. At least that’s the belief of high-end grocers likeWhole Foods Market WFM -1.28% and a spurt of small juice companies trying to move the cold-pressed-juice craze from small-batch to mass-produced. A 16-ounce bottle of BluePrint Red, containing beets, carrots and ginger, among other ingredients, goes for $10 at some retailers. And Whole Foods customers are paying $9 for a bottle of celery-based Twelve Essentials vegetable juice, one of the top-sellers from Suja, an 18-month-old juice brand based in San Diego. Suja co-founder Annie Lawless says customers understand the high cost of what goes into the bottle, including organic produce that is cold pressed and then preserved using a process that leaves most of the nutrients intact. “When you buy a bottle, you’re getting all the goodness without any of the effort,” says Ms. Lawless, a 26-year-old former law student and yoga instructor. The company says it generated $20 million in revenue in its first year. Read more of this post