House Press is keeping up with juice trends with a new Botanicals range. NYC-based juice lover Jenny Miller investigates the science behind all the squeezing
Once upon a time, when human beings needed a vitamin fix they would sit down to chew several pounds of plant matter. All that nonsense is in the past, however. In 2016 you can drink your fruits and vegetables as life-giving cold-pressed juices, such as Soho House’s own House Press range. These are healthy, delicious and easy to knock back – which explains why they are so astonishingly popular. In the US, for example, the cold-pressed juice industry is worth $100 million a year.
Now, companies including Soho House are experimenting with squeezing even more exotic and beneficial ingredients into their bottles – quite literally. Soon we’ll all be sucking down concoctions packed with botanical extracts, gingko powders or even medicinal mushrooms.
Artur Zielinski is the House Press operator – in other words, the maestro behind all the mushing. He wants House Press’s new Botanicals range to make us all feel more relaxed, energised and beautiful.
Launched in London in late May, the three new juices have some unusual additions. For example… collagen. From fish.
“It will help reduce wrinkles and make your skin more radiant,” says Artur of the aquatic additive, which is blended with pomegranate, red grape, guava, lime, ginger and rose extract in the ‘Glow’ bottles. “You can’t have collagen from plants – it doesn’t exist,” he adds. “We decided to go for fish rather than beef or pork. We think it suits the juice more.” Don’t worry, it doesn’t have any taste. “Just many different health benefits,” Zielinski assures.
Also in the Botanicals range is ‘Energy’, made with maca, the Peruvian root known for its stamina-increasing qualities. “It helps balance hormones and gives you a massive energy boost, without caffeine,” says Artur. Lastly, ‘Refresh’ makes use of botanical extracts produced by a company in the English Cotswolds. The juice will have a base of coconut water, with added honeydew melon, lime, vanilla extract and chamomile extract: “Ingredients to make you feel relaxed”.
“We’ll be drinking concoctions packed with botanical extracts, gingko powders and medicinal mushrooms”
Artur – native of Poland – is a self-taught nutrition enthusiast. He’s overseen the House Press programme since it launched in late 2014, and the juices he creates are packed with goodness thanks to their cold-pressed production method. Ingredients are first ground to a pulp before being squeezed between two metal plates using a tremendous amount of pressure. The idea is to produce a healthier, tastier outcome than you’d get with a traditional juicer, the spinning blades of which generate heat that can cause valuable vitamins to be lost.
There’s more scientific progress afoot, however, as House Press is soon to roll out juices made using a newer technology called High-Pressure Processing. Or HPP. “HPP is basically cold-press pasteurisation with a massive amount of water pressure,” Artur explains. Juices pressed via HPP can last up to 60 days, compared to two or three days with the regular cold-press method. “We plan to do it only up to 20 days,” says Artur, noting that he’s been testing batches at various stages for characteristics such as colour and taste.
Extending the shelf life will help House Press roll its range out across the US, eventually. And, it’s the perfect time to break into the market. Adding superfoods, such as maca, to everything including juice is already popular in the States. You’ll find the root at LA’s Moon Juice, which offers maca as an add-on to their nut- and seed-based ‘Moon Milks’, or at New York’s Juice Press, where you can order it alongside other exotic tidbits such as bee pollen and hemp seeds.
Doug Evans is a former NYC juice impresario who’s now based in California, and who has ambitions to extend the cold-pressed trend to drinkers’ own homes. His product, the Juicero, is a $700 kitchen appliance the New York Times described as, “a white plastic slab roughly the size of a food processor.” It uses packs that have been filled in a Los Angeles facility with chopped organic fruits and vegetables, and then exerts 8,000 pounds of pressure to turn these into an eight-ounce glass of juice. Evans has been experimenting with adding raw cranberry and garlic to the Juicero formulas, and says that he’s seen “powders of gingko, milk thistle, ginseng and others” popping up on the LA scene.
For his part, Artur also plans to keep on experimenting. “I’ve tried to make some mixes with chaga mushrooms and other medicinal mushrooms,” he says. “Or wild berries from the forest – things that are not farmed by human beings. Maybe in the future we could create something like this. There are so many possibilities.”
Read more great articles from the most recent issue of House Four…