Unlike cold-pressed juices, in which juice is squeezed out of fruits and veggies, Genius Juice starts with coconut meat (straight from the coconut, not the pre-prepared stuff you get in cans with xanthan gum and water added) and coconut water, then adds whole fruits, veggies, chia, flax, spirulina, maqui, cacao nibs and other ingredients into a blender, so the resulting smoothies are thick and more fibrous and can serve as meal replacements or hearty snacks.
And the response from retailers and consumers has been extremely positive so far, he says co-founder Alex Bayer (pictured above), who started the business with Keith Landers: “The first question is always how are you different from Suja and BluePrint and Evolution Fresh, but once they try the products it’s very obvious; coconut water and meat are the top two ingredients and the texture is very different.
“We’re one of the first HPP smoothies on the market and all of our products are organic and non-GMO Project Verified. But I think what customers and potential investors are thinking about, apart from sales velocity, is whether it’s scalable. Could it be in Target, Ralph’s, Costco? Can it be a national brand? And we feel that it can.”