“We have retailers banging down our door and trying to get us in their region yesterday, and our biggest challenge is communicating to them that… we need to manage this growth and make sure that we’re fully supporting each region as we roll out with demo and education.” “Our biggest challenge so far is pacing ourselves,” Huss said.
#BLUEPRINT CLEANSE HOW TO#
Huss said that it is a “painstaking process” to train employees on how to effectively manage consumer presentations, but she stressed that the company is focused on supporting current BluePrint retailers with consistent demos and quality education as opposed to rapidfire growth. Huss said that a significant number of BluePrint employees are part of its brand education team, which organizes approximately 220 sampling events every month. We’ve done our research, and if something else suddenly pops up, we’ll definitely explore other options, but I think that HPP is by far the best option out there.”īeyond the high cost of HPP is the high cost associated with educating consumers about the brand. It’s something we’re going to continue to do. Once we started using HPP, we didn’t adjust or increase our we just absorbed the cost. “It’s expensive, but it’s worth every cent,” said Erica Huss, one of BluePrint’s co-founders.
And the relatively new technology means that there are very few facilities available to fuel expansion. Because of the high level of technical expertise and equipment needed for HPP, BluePrint outsources the processing, partnering with HPP companies on both coasts. Yet while HPP may be a highly effective way to maintain a very high level of quality, it certainly comes at a steep cost for BluePrint. And while BluePrint ’s retail business may have a far greater upside, it’s still a babe in the woods, with limited distribution in 210 stores along the East Coast, California, and parts of the Southwest.Īs it adapts to the high costs of distribution and processing of its juices BluePrint has become a brand to watch, one of a new wave of bottled super-premium juice products that, because of their use of HPP and Direct-to-Consumer methods, comprise a “bleeding edge” of consumer trade- up to better-for-you products and ingredients, along with other HPP brands Evolution Fresh and Harmless Harvest. While BluePrint has partnered with a number of small chains and boutique grocers including Fresh Direct and Dean & Deluca, the majority of retailers carrying BluePrint Juices are Whole Foods stores.Īccording to one source, BluePrint’s businesses have a combined $20-25 million run rate, but the majority of its sales are still coming from its direct-to-consumer cleanse program. While the Cleanse line remains the bulk (if such a term can be applied to an all-juice diet) of the business, investors and retailers are all trying to figure out how to get a piece of the business as it expands into a broader retail footprint. There’s a big difference, however, in that the juices have received High-Pressure Pasteurization (HPP) – allowing them to survive on the shelf for several weeks the Cleanse line has also moved to the HPP model as well. Earlier this year, BluePrint launched BluePrint Juices, a five-SKU line of individual bottles modeled on the cleanse line that are distributed and sold a range of natural and upscale retail outlets. Packaged and labeled with a minimalist approach, with unpasteurized, fresh-squeezed juices crammed attractively into clearly numbered plastic bottles, a list of ingredients neatly printed on the front of each one, BluePrint Cleanse has become the leader of a growing movement to supply the cleanse-oriented with their juices at specified pickup points or deliveries, even via Federal Express.
One of the most popular of those cleanses is BluePrint, a New York-based direct-to-consumer company that, since 2007, has produced a $65-or-so daily regimen of blended organic juices designed to counteract the effects of such binges. It’s for those sybarites that a burgeoning beverage category of juice cleanses sprang up, designed to allow the body an opportunity to detoxify itself and create control over its Dionysian urges.
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