'Is juicing a fad? Absolutely not. Is cleansing a fad? Possibly'

12-Dec-2014 - Last updated on 12-Dec-2014 at 01:53 GMT

Cold-pressed juice is big business right now, with brands such as Suja (revenues went from zero to $40m+ in less than three years) breathing fresh life into the juice category, which has been going nowhere for a while.

To put this into context, Nielsen data collated by Wells Fargo shows that US retail sales of refrigerated, shelf-stable and frozen juice slumped 1.4%, 1.6% and 11.1% respectively in the year to October 25 while sales of HPP products from the likes of Suja, Evolution Fresh (Starbucks) and BluePrint (Hain Celestial) have been going through the roof.

But could consumers grow weary of cold-pressed juice, and its hefty price tag?

Hayden Slater, co-founder of L.A.-based cold-pressed juice retail business Pressed Juicery, said he didn't think juicing was a fad, adding: "Is juicing a fad? Absolutely not, it's just fruits and vegetable."

But he added: "Could cleansing be a fad? Possibly. I always make it clear that we are a juice company not a cleansing company."