juice

US-based restaurant group Fox Restaurant Concepts (FRC) has entered into the cold-pressed juice market, with the opening of a new juice bar called Juby True.

Juby True, which stands for ‘Juice by True,’ is poised to become a multi-unit concept by 2014-end.

The company, which owns 40 restaurants under 13 brands in six states, has opened Juby True in October as an extension to its Scottsdale, Arizona location of True Food Kitchen.

According to the company, the new Juby True units will be both stand alone locations and extensions of True Food Kitchen locations.

FRC CEO and founder Sam Fox said that the launch of the walk-up juice bar is in response to the increasing demand for more healthful food options.

"When we first opened True Food Kitchen, we recognized the need for restaurants that offer nutritious food that also tastes good and we instilled the same philosophy in Juby True, but this time in a portable, convenient cup," Fox added.

Juby True will offer cold-pressed juices for $9, protein blends and smoothies for $8, water-based hydrators for $7, juice boosts for $4, coffees and teas ranging from $2-$6, apart from several snacks priced between $3 and $4.

In addition, it also offers one- and two-day cleanse packages for $50 and $99, respectively.

FRC will source fruits and vegetables for the juices from local and regional organic farms.

Image: Juby True is poised to become a multi-unit brand by 2014-end. Photo courtesy of Fox Restaurant Concepts / Marketwire.