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Cool Innovation in FMCG #6: BluePrint Cleanse

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.

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.

But what we really like about BluePrint is its price. 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. Gotta love those margins.

And 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.

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).

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.

The science might be dodgy, with side-effects assigned proof it-must-be-working status status, but the economics are brilliant.

Kudos BluePrint.

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