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Starbucks gets Juiced

It is a testament to people like Joe Cross, Jason Vale and Jay Kordich that Starbucks has expanded into the juicing market.

Today Starbucks announced they have paid $30 million to acquire Evolution Fresh a ‘premium Juice brand.’

“Starbucks has seen success with expanded healthier menu items to deliver the nutritious, on-the-go options consumers are seeking,” the company said in a prepared statement. “With this acquisition, Starbucks will reinvent the $1.6 billion super-premium juice segment, its significant next step in entering the larger $50 billion Health and Wellness sector.”

I had no idea that the juicing market was worth $1.6 billion.

As much as I push for us all to get juicing ourselves, I do on occasion buy the Naked Juice drinks or Oddwalla juices when I am out on the road. As a traveling businessman it is often the next best thing to making your own juice.

I am always worried about when was the bottle of juice was actually um juiced. How long has it been on that shelf? Was it heat treated. Products that are pasteurized just blitz all the goodness in the juice.

Taken from Consumer Reports who write ‘Evolution Fresh was started by the original founder of Naked Juice, Jimmy Rosenberg. He decided to get back into the premium juice business to found Evolution Fresh, which claims to be one of the only “true juiceries” left in the industry — meaing one that still cracks, peels, presses, and squeezes its own raw fruits and vegetables.’

I am not going to knock this product but again I ask myself when was this juice actually pressed?

Evolution’s uses a process called High Pressure Pasteurization (HPP), producing “never heated” juices, which are said to be tastier and more nutritious than those that are pasteurized through traditional methods.

“Using High Pressure Pasteurization (HPP) to help ensure the inherent nutrients are kept intact during the juicing process is a key point of differentiation for a growing number of our juices,” said Jimmy Rosenberg, founder of Evolution Fresh, Inc. and the newly named chief juice officer (CJO?) of Evolution Fresh.

Interesting, I was led to believe all of these products were required by law to be heat treated. Maybe that is only back in jolly old England.

It is a step in the right direction by Starbucks but it would be fantastic if Starbucks started to offer freshly extracted juices as well as vanilla lattes. Then the juicing revolution would spread much faster.



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