Pressed Juicery Rebrands to ‘Pressed’, Emphasizing Broader Offerings

Having long ago expanded its product offerings beyond the purview of juice, Pressed Juicery announced today that it has rebranded, simplifying its name to Pressed.

The refresh will include updated packaging for the brand’s wholesale CPG line — which currently features cold-pressed juices, juice shots, plant-based milks, smoothie bowls and non-dairy ice creams among other products — as well as a comprehensive redesign for its more than 90 stores across the country. While the updated labels for packaged products have already begun rolling out, the stores will be upgraded individually to “emphasize a modern, clean aesthetic” over the next 18 months, the company said.

Pressed CMO Michelle Peterson said the move comes as the company continues to expand its portfolio offerings both on-premise and on-shelf. Pressed, she said, has a robust innovation pipeline exploring several new food and beverage categories that will meet varying functional need states, including hydration and energy, as well as vegetable-based products. Though details for the new lines are still under wraps, Pressed plans to begin introducing new products by the end of the year with much of the innovation slated for a 2022 launch.

The decision to rename the brand also came from consumer research that showed many of the company’s most loyal consumers already referred to the company as “Pressed,” she added.

“The naming change to Pressed really was to simplify it and to take the opportunity to better represent how consumers view us, and then to better represent our mission,” Peterson said. “And that’s one of the things that’s been very consistent about Pressed and our mission has always been focused on helping consumers with their plant-based living.”

Led by its juices, Pressed’s CPG business is currently available in over 3,000 retail doors nationwide, including in Sprouts, Whole Foods, Costco and Safeway stores, in addition to independent accounts.

According to Peterson, Pressed has continued to grow its CPG business in the face of a challenging retail environment for cold-pressed juice by embracing innovation and new product formats. She noted shots, a fast-growing juice subcategory, has been one of Pressed’s strongest lines in retail. Though juice and shots make up roughly 90% of the brand’s CPG sales, she added that the company has also begun expanding its plant-based ice cream alternative line at accounts such as Erewhon and Gelson’s.

Plant-based smoothies is another category Pressed aims to scale, with Peterson noting the protein-rich products often serve as meal replacements.

The company is now adding regional sales team members as well as building out its B2B business, seeking to grow Pressed in corporate accounts like JetBlue and Peloton, as well as professional sports teams, Peterson noted.

Pressed sales have continued to grow in retail even as the broader juice category has faced a crunch in the market that has resulted in many pioneering brands — including Odwalla, Blueprint and Daily Greens — shutting down. According to IRI, the blended fruit juice subcategory was down 4.8% in the 52-week period ending June 13, but sales of Pressed’s blended fruit juices grew 79% in MULO to $1.8 million. Products categorized as vegetable juices were up 45.1% to $314,955, outpacing the subcategory which was up 21.5%. Sales data for the rest of the brand’s wholesale portfolio was unavailable.

On-premise juice bars have seen some slowdown in recent years, but the restaurant sector is now growing following a pandemic slump. A report from IBISWorld showed the $2.4 billion U.S. juice and smoothie bar market fell 0.9% from 2016 to 2021, but sales this year are expected to grow 2.7% from 2020.

For its own stores, Peterson said the redesign will aim to “represent the freshness of our products” and will help the colors of its products to better “stick out and be the hero” of the brand. The company is also opening new stores in Arizona and Texas.

To promote the rebrand, the company will launch a marketing campaign including digital and social ads, as well a limited time offer for consumers to buy any product in a Pressed store for $2. The company has also updated its rewards program, providing “VIP Pricing” to consumers who pledge to spend at least $10 per month at Pressed stores.