Juice, jüs, joos!

Who remembers the early 2010s, when every corner had a new juice spot and every store seemed to have yet another ‘must-try’ juice? Investors poured money into juice like it was going out of style, with brands all serving up their own spin on health in a bottle. We were fortunate to build, invest in, and advise on a broad range of these concepts—KOIA, VIVE Organic, BluePrint, and Wonder Press, a juice shop we grew to three locations, and countless others that weren’t as fortunate, RIP. But the world has shifted, and consumers aren’t racing back to the sugar-filled, grab and go meal replacements once hailed as health miracles. Today, the brands that survive are either filling a real need or clinging to household brand equity in hopes of a comeback, stuck in a no-man’s-land. Many are still generating significant revenue based on past success, prompting us to think about how they can evolve to stay relevant for today’s consumer.

What are the opportunities? 

• Rethinking Sales Beyond Traditional Retail -  e.g. hospitals and assisted living for individuals needing nutrients and calories but can’t bear another flavorless chalky drink.
  
  
• Honest sizes 4oz-6oz to increase consumer demand and encourage healthy portion consumption in novel formats.
  
  

• Kiddie Juice Reboots: Tap into the kid’s market with fresh, nutritious, low-sugar, and fiber-rich juice options that appeal to parents looking for healthier beverage choices for their children.
  
  
• Multi-Occasion Marketing: Highlight juice as part of multiple daily routines—morning reboot, mid-day boosts, and evening digestion support—to increase use occasions.  

• Reimagining Juice as Ritual: Position juice as a daily ritual or mindful moment—an experience to savor, rather than something consumed on-the-go, enhancing brand perception as part of a thoughtful lifestyle.

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As the juice market continues to evolve, so do the opportunities for brands to meet the demands of today’s mindful consumers. By embracing strategies like smaller, portion-friendly sizes, multi-occasion marketing, and a focus on social impact, juice brands can reframe themselves as more than just a quick health fix—they can become a trusted part of daily routines and a reflection of thoughtful lifestyle choices. The future of juice is ripe with possibilities. If you’re ready to refresh your branding to reach today’s consumers, contact us to explore how we can help bring your brand vision to life.

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