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Why is this juice $20?

$20 Juice
Juice Served Here, in West Hollywood and Pasedena, makes the most expensive bottled juice we’ve ever seen, called the Twenty-Dollar Juice. (Photo:

When Juice Served Here opened their chic shop in West Hollywood last summer they brought a new level of fashion-world cool to the cold-pressed-greens scene. (Its founders are Alternative Apparel founder Greg Alterman and former G-Star Raw exec Alex Matthews.)

But the company also debuted something else the juice world’s never seen: the Twenty-Dollar Juice. Is juice going the way of denim?

While Juice Served Here’s menu is full of interesting combos and organic ingredients, what could possibly be included in the bottle to warrant its exorbitant price tag? Gold flakes? We put our magnifying glass up to the label and the company to find out:

The Twenty-Dollar Juice ingredient list includes some pricey kitchen staples to be sure: honey, vanilla bean, and bee pollen. It’s got colloidal silver, a homeopathic remedy (whose the health benefits are generally considered exaggerated or nonexistent by experts), and superfood royal jelly.

Also on the list: Cream Party—their gross-sounding term for what’s really yummy mix of coconut water and coconut meat. Beauty Boost is an antioxidant shot or two added to the bottle, which Juice Served Here told us contains “acai, blueberry, goji berries, golden berries, schizandra berries, pomegranate, and beet juice.” The anti-aging benefits of which could help us amortize this juice as a beauty line item… And we noticed that each bottle contains 5g of plant protein, which is higher than most juices.

None of these ingredients are cheap, especially when they’re organic. And while Juice Served Here declined to point out whether a specific ingredient was causing the price to skyrocket, the kitchen-sink-style juice looks to pack a nutritional wallop. —Lisa Elaine Held

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 What do you think? Is the nutritional supplement boost worth it? Or should your $20 really go a meal (or two)?