Exciting news Thursday as Juice Served Here announced that they are returning this fall as a wholesale brand. According to an article on BevNET, JSH will “potentially feature 20 SKUs in multiple categories, including cold-pressed juice, cold-pressed lemonade, sports drinks, kombucha, and coffee.”
Owner Greg Alterman admits “Obviously, a lot has happened in the juice world in the last 18 months — there’s been some price erosion. But with us having been the Rolls Royce or Bentley of the juice space, I think there’s room for a beverage with the DNA like ours to be able to reinvent itself by being more price relevant and reassessing the functionality in our beverages.”
The JSH legacy and how things have changed
Juice Served Here had one of the most recognizable brands in juicing, and we were all sad when Alex Matthews made the announcement that they needed to close down. JSH still has plenty of followers on instagram, and their recent announcement of coming back this fall was met with a lot of enthusiasm.
The wholesale juice market now is quite a bit different than it was when JSH was fully operating. Prices have been driven down to $3.99 – $4.99 for a 12 oz “juice” for brands like Suja and Evolution Fresh. In order to reach these price points, juice companies have made massive cost cuts. When checking ingredients now you will see more puree, water, tea (another way to add water), powders, ground ingredients, and even sugar.
This is the polar opposite of what JSH was about. JSH was raw, glass bottled pressed juice distributed to their high-end LA retail stores. Prices were high and they had a somewhat elitist brand. Entering the wholesale market now, JSH will be forced to be plastic bottled and HPP’d, and depending on price point, might need to make the same cost cutting choices as the competition.
The non-juice stuff
The other products JSH is planning on launching like lemonade, sport drinks (whatever that means), kombucha, and coffee are much easier products to distribute, have a higher margin and lower cost. The question is whether or not the Juice Served Here brand loyalty will carry over into other beverages.
What do you think? Can Juice Served Here win back their market and expand into other categories?