Grocery chains such as Whole Foods (WFM) are banking on the next big fad with consumers: Veggie juice.
The drink is becoming popular with customers who want more healthy options — and with those who like the status symbol carrying a health drink provides.
The drinks often go for $10 or more.
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. The company says it generated $20 million in revenue in its first year.
The article points out that national retailers such Whole Foods are devoting increased shelf space to the products, as more companies launching.
And just as Starbucks became the coffee status symbol for urbanites, perhaps vegetable juice may be the go-to must-have for the health-conscience.