New technology is re-defining "super-premium" juices and people are drinking up the results, according to a story by Ray Latif on Bevnet.com. "Cold-pressed juices, which are often regarded as having superior taste and quality than traditional counterparts, are gaining steam – and fast," he writes.
“The category of cold-pressed, super-premium juice is really having its moment,” said Chris Bruzzo, senior vice president, Channel Brand Management and general manager of Evolution Fresh. “You’re in an environment where consumers are ready to make that journey into the next-generation of juice.”
The trend has roots in detox cleanses and their high-priced, celebrity-backed potions, writes Latif. Companies turned to high pressure pascalization (HPP) to extend shelf life. This method uses high pressure, rather than heat, to ward off bacterial growth. The juice is already bottled when it undergoes the process, so the food does not come in actual contact with the pressure.
"Although HPP gives raw foods a shelf life of only a few weeks, it is widely regarded as superior to pasteurization (which is how most juice products are processed) in maintaining nutrition and flavors from raw ingredients," according to Bevnet.com. Old school juice bar juicers still slam the process in the New York Times.
The process has the potential to revolutionize mainstream consumers view and purchase juice, according to Jeff Church, CEO of Suja. “HPP is the cold-pressed juice category, in our view,” Bruzzo said. “We are totally committed to Evolution being a cold-pressed juice that uses HPP in our core juices. And we believe that it is going to unlock a fundamental shift, we believe, in the way that Americans, and, ultimately, the world, consumes juice.”
Consumption of regular orange juice has slid by 3.6 percent over the past five years, according to Packaged Facts, whose analysts report sales of frozen OJ dropped by 14.7 percent. This despite a new review article in Nutrition and Cancer:An International Journal, that summarizes biological effects of orange juice that can help prevent cancer.