#Blueprint cleanse how to#

And while BluePrint ’s retail business may have a far greater upside, it’s still a babe in the woods, with limited distribution in 210 stores along the East Coast, California, and parts of the Southwest.Īs it adapts to the high costs of distribution and processing of its juices BluePrint has become a brand to watch, one of a new wave of bottled super-premium juice products that, because of their use of HPP and Direct-to-Consumer methods, comprise a “bleeding edge” of consumer trade- up to better-for-you products and ingredients, along with other HPP brands Evolution Fresh and Harmless Harvest. While BluePrint has partnered with a number of small chains and boutique grocers including Fresh Direct and Dean & Deluca, the majority of retailers carrying BluePrint Juices are Whole Foods stores.Īccording to one source, BluePrint’s businesses have a combined $20-25 million run rate, but the majority of its sales are still coming from its direct-to-consumer cleanse program.

#Blueprint cleanse how to#

While the Cleanse line remains the bulk (if such a term can be applied to an all-juice diet) of the business, investors and retailers are all trying to figure out how to get a piece of the business as it expands into a broader retail footprint. There’s a big difference, however, in that the juices have received High-Pressure Pasteurization (HPP) – allowing them to survive on the shelf for several weeks the Cleanse line has also moved to the HPP model as well. Earlier this year, BluePrint launched BluePrint Juices, a five-SKU line of individual bottles modeled on the cleanse line that are distributed and sold a range of natural and upscale retail outlets. Packaged and labeled with a minimalist approach, with unpasteurized, fresh-squeezed juices crammed attractively into clearly numbered plastic bottles, a list of ingredients neatly printed on the front of each one, BluePrint Cleanse has become the leader of a growing movement to supply the cleanse-oriented with their juices at specified pickup points or deliveries, even via Federal Express. One of the most popular of those cleanses is BluePrint, a New York-based direct-to-consumer company that, since 2007, has produced a $65-or-so daily regimen of blended organic juices designed to counteract the effects of such binges. The science might be dodgy, with side-effects assigned proof it-must-be-working status status, but the economics are brilliant.It’s for those sybarites that a burgeoning beverage category of juice cleanses sprang up, designed to allow the body an opportunity to detoxify itself and create control over its Dionysian urges. The cold-pressed raw fruit and veg bandwagon has arrived at the UK station, and is about to leave with Plenish Cleanse juices now available at Harvey Nicks and corpo-canteens for London media pixies. We also love the new range of grab-and-go ‘everyday’ BluePrint juices – a bargain at £6.60 per bottle – (see photos from Brand Genetics’ in-house trend snapper, Andrew, below).

Gotta love those margins.Īnd it’s not just the smart bundling we like about BluePrint branding cutesy baby-bottle packaging with smart copy, heavy celebrity seeding, and cues from juice-powered ‘fast dieting’ and retro 90s-style ‘Master Cleanse’ detoxing, all coalesce together to make the BluePrint brand brilliant. The we-don’t-nuke-our juice brand from entrepreneurs Zoe Sakoutis and Erica Huss comes with a £40/day price-tag when bundled into a ‘Cleanse’ detox routine. Which is why we heart BluePrint, the original (2006) US cold-pressed juice start-up brand that has just gone mainstream – picked up by retail giant Wholefoods, and purchased by NASDAQ company Hain Celestial.īut what we really like about BluePrint is its price. We’re not quite sure of the exact moment when pasteurised juice brands of the Innocent Smoothie and Tropicana clan were demoted to canned soup status, but the mainstreaming of the ‘cold-pressed juice’ trend probably had something to do with it.