Juice Detox … For $70 a Day?
It's bye-bye, coffee bar, hello, juice bar, as Hollywood turns to the latest in trendy elixirs to rid holiday excess.
After a December filled with awards-season parties and holiday bashes, the industry is returning to work feeling perhaps a little worse for the wear. So get in line at one of the city's increasingly popular juice bars, sure to be particularly busy in early 2012 serving up concoctions that promise to cleanse all the season's toxins from your system.
In West Hollywood, PRESSED JUICERY has just opened its third location (in addition to one in Brentwood and a Malibu juice truck). The spot, which has gotten tweet love from the likes of Demi Moore and Rachel Zoe, has pickup and delivery of three-day and five-day organic juice cleanses (six juices at $70 per day, delivered) that include the Greens 1 (kale, spinach, romaine, parsley, cucumber and celery) and the Detox 3 (grapefruit and mint) claiming to detoxify the liver and blood, balance pH levels and more.
Sophia Rossi, a former talent producer for The Hills who co-founded tween website HelloGiggles.com with Zooey Deschanel and 2 Broke Girls writer Molly McAleer, says she "juices" at least once per day, and is on one of Pressed's three-day cleanses in an effort to combat her "holiday binge." Says Rossi: "You just need to time them properly, and you feel more than full."
Other juiceries to sprout up in the past year include SUNLIFE ORGANICS in Malibu, MOON JUICE in Venice and Melrose Avenue's LIQUID, where you can down a Detox Power-Ade (apple, beet, kale, lemon, celery, ginger and stevia) or do a full three-day juice fast ($239). Franklin Village's REAL RAW LIVE offers both one- and three-day juice fasts.
"People are discovering that it's better than Starbucks," says Elissa Goodman, a holistic nutritionist who designed a five-day, $400 cleanse for CAFE GRATITUDE, a San Francisco-based vegan foods restaurant that opened its first L.A. location on Larchmont Boulevard in February (coincidentally, Starbucks recently announced plans to roll out a chain of juice bars in 2012). "It gives you the same adrenaline rush as coffee, but in a healthy way."
Even though the actual health benefits are far from medically proven, juice bars might just become the new coffeehouses, at least post-holidays. "Six times out of 10, I run into someone I know when I'm grabbing my juice," says actress and writer Kaily Smith (MERRIme.com), a regular at pioneering 25-year-old BEVERLY HILLS JUICE CLUB on Beverly Boulevard. Adds Rossi, who counts her visits to Pressed as social outings, "It's our new Peach Pit."