(WALL STREET JOURNAL) — How much will consumers pay for healthy-in-a-bottle?
As much as $10 and sometimes more. At least that's the belief of high-end grocers like Whole Foods Market WFM +1.70% and a spurt of small juice companies trying to move the cold-pressed-juice craze from small-batch to mass-produced.
A 16-ounce bottle of BluePrint Red, containing beets, carrots and ginger, among other ingredients, goes for $10 at some retailers. And Whole Foods customers are paying $9 for a bottle of celery-based Twelve Essentials vegetable juice, one of the top-sellers from Suja, an 18-month-old juice brand based in San Diego.
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Suja co-founder Annie Lawless says customers understand the high cost of what goes into the bottle, including organic produce that is cold pressed and then preserved using a process that leaves most of the nutrients intact. "When you buy a bottle, you're getting all the goodness without any of the effort," says Ms. Lawless, a 26-year-old former law student and yoga instructor. The company says it generated $20 million in revenue in its first year.