While the buzz of Norwalk presses on the New York juice scene has grown ever louder, one of its original cold-pressed purveyors, Juice Generation, has stayed relatively quiet. That’s not because the brand’s been sleeping, says spokesperson Emily Parr. Instead, the company’s been working hard behind the scenes, and the fruits (and vegetables) of its labors are about to show.
A second Upper West Side location will open at 86th and Broadway in early to mid-June, and a Gramercy shop will debut in late July or early August.
Meanwhile, its nine existing stores all got a menu makeover last week. The new menu includes new juices like Tropical Lust, a sweet potato-greens blend called Very Veggie, and an Almond Butter Bliss Acai Bowl.
The biggest introduction, though, is a full menu of “Dynamic Do-All (DD) Shots,” tiny health-boosting elixirs like E3 Live, Sea Buckthorn, and Bee Pollen+Maca.
And Juice Generation founder Eric Helms has been busy working on his first book, which is set to be published by Simon & Schuster in January 2014. The book will be a mix of philosophy and recipes, with “some celebrity content,” and all proceeds from sales going to a healthy living charity.
His juicing bible will be aptly title, The Juice Generation. Parr says while they didn’t want it to feel overly branded, the name was just too appropriate to pass up. “We’re living in the juice generation right now,” she says. “And that is an undeniable fact.” —Lisa Elaine Held
For more information, visit www.juicegeneration.com
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