Lulitonix, the New York City juice brand that’s made a name for itself by blending greens instead of cold-pressing them (generally resulting in creamier, fiber-filled deliciousness), is officially opening its first shop in Nolita.
The new location will debut at the end of June (2015) in the former Juice Press space in Soho Strength Lab’s storefront on Mulberry Street and will offer all of Lulitonix’s blends as well as in-store cleanse pick-ups, and healthy snacks down the line.
“We’ve wanted to have a retail space for a long time, and when Juice Press moved out, we jumped at the chance,” founder Lianna Sugarman says. “We love the vibe of Soho Strength Lab and the area. It’s a small space, but we’ll have an actual presence—you can walk into the shop and be inside.” (Not to mention Christy Turlington Burns may get hooked on Chia Life when she walks in for her training session?)
Since many of Lulitonix’s blends contain uncommon ingredients, like moringa (a nutrient dense leaf), microgreens, and amla (vitamin-C-packed gooseberry), Sugarman says that all of the store’s salespeople will be very informed about their benefits and be able to answer health-related questions about the products.
In addition, Lulitonix is releasing three new blends this week, all made with “adaptogenic superfoods.” The Blend is a refreshing, satiating and seriously delicious green drink made with avocado, broccoli microgreens from Good Water Farms, plus spinach, fennel, amla, olive oil, and salt that contains zero (!) sugar. “We’re going for this more savory feeling,” Sugarman says. And the other two are souped-up cashew milks—a Green Mylk with spinach and moringa, and a Life Mylk with hibiscus, goji, and lemon peel.
The Blend will be available in Whole Foods at the end of June, where Lulitonix is also starting to use HPP solely for blends sold there (keeping the rest of the stock raw) as they start to expand to more stores in the New York area. “We realized that the whole raw versus HPP thing is silly,” Sugarman says. “Both have benefits. Why not create both versions for the people who want raw and the people who want HPP?”
It’s a move that generally signals the brand is moving towards a seriously expanded presence, but combined with the tiny Soho storefront, you could say Lulitonix is blending its cool, indie and big-league juice brand reputations together. —Jamie McKillop
For more information, visit www.lulitonix.com