In order to be thin, have you also taken the road of fruit and vegetable juice fasting?

The detoxification juices that have been popular since New York are setting off a boom in China. It is food and a belief. The audience of detoxified fruit and vegetable juices are those who think they are not healthy enough, but they are too lazy to eat healthy. They are generally richer. These products are not so much a dietary change, but rather a marketing-born diet.

Joe Cross turned out to be an Australian fat man weighing 281 pounds, but his later story sounded inspirational.

This is its real weight in 2005 he was 40 years old, he was told that a private doctor, "with your current state of health, is likely to premature death."

He has been using a variety of traditional and non-traditional drugs to fight diabetes, chronic urticaria and other diseases caused by obesity, but it has little effect. It is going to try Juice Fast (aka Juice cleansing), which means that you don't eat or drink anything except drink a variety of juices mixed with vegetables and fruits, except for water. The time he set himself was 60 days.

After that, he carried a juicer, a generator, and a photographer driving a truck across the United States. In order to reduce the sugar intake, the juice he drinks is strictly in accordance with the principle of “two eight”, that is, 80% of vegetables and 20% of fruits, one of which is kale, apple, lemon, cucumber, celery and ginger.

Two months later, he successfully lost 90 pounds of fat.

In 2011, he made a video of his own experience – now, you know why you took the photographer, posted it on Netflix, and named it “Fat, Sick & Nearly Dead” , which is presented in the documentary. Interviews with different American fat people to share their eating habits, and also added some interviews with people who were encouraged to drink fruit and vegetable juice.

About 5 million Americans have seen this documentary, and the sales of the Breville brand juicer in the US doubled in the month after its release.

Joe Cross became famous for this. He later founded Reboot with Joe and published a series of books. The new book, Reboot with Joe Juice Diet: Lose Weight, Get Healthy and Feel Amazing, was launched in Amazon in February this year. Bestseller list.

If you go to Wikipedia now, you will see an introduction to it as "Australian entrepreneurs, writers, filmmakers, and healthy lifestyle advocates." Oh, and, his weight is now basically maintained at around 190 kg.

The Juice Fast experienced by Cross is actually called the “fasting detox juice method”.

This is not a new thing. It should be traced back to the “fasting” of various religions thousands of years ago. Both Buddhism and Islam advocate fasting or vegetarianism at specific times to eliminate toxins in the human body. “ The word "fast" in Hebrew means "grinding the soul." No wonder the rapper Jay Z thinks this is "a cleansing of the body and the soul."

In the 1940s, Stanley Burroughs published a book, Master Cleanse, which details how to use the juice detox diet. The classic recipes are lemon juice, chili and maple syrup for ten days.

In the 1990s, this formula was revisited by nutritionists and continuously improved and innovated in formulation. Detoxification of fruit and vegetable juices has also been popular in the United States since this time, the obesity rate of up to 30%. After Cross's documentary, detoxification of fruit and vegetable juices has revived a wave of enthusiasm in the United States.

At New York Fashion Week, detox juices are everywhere, and models and designers almost eat it as a meal; Beyonce drinks nine cups of Master Cleanse juice for quick weight loss every day; Jason Wu says on twitter, “I Blueprint detox juice is being used throughout the fashion week because I don't have time to eat anything else." Countless stars have begun to experience their experience of drinking detox juice on social networks. This has been seen as a fashionable and healthy lifestyle.

In New York, the brand that now supplies this fruit and vegetable juice is dazzling. In October last year, CBS even selected five best brands : Love Grace, Urban Remedy, BluePrint, Juice Press, and Life Juice. They have a “Cleanse” collection on their menus, all sold as “packages” and divided into different levels. Take BluePrint as an example, it is divided into Renovation Cleanse, FOUNDATION Cleanse and Advanced (Excavation Cleanse).

The BluePrint clerk told Curiosity Daily that it is not based on the need to lose weight, but more to give advice based on personal eating habits. Primary adaptation is for people who are not healthy enough to eat a lot of burgers and cheese, but rarely eat vegetables; intermediates are for non-perfect vegetarians who eat fish, cheese and lots of salads; high level is for strict control People who eat food. Each set has a “treatment”, ranging from 3-6 bottles, and you can't eat or drink anything during the treatment.

This market is on fire. According to data released by IBIS World, a US industry information think tank, the sales performance of the US fresh juice shop in 2012 was US$2 billion, with an annual growth rate of 2.3%. The other consulting firm Beverage Marketing gave a market capacity of $2.25 billion.

Now, this market is spreading to China. It is also the Chinese who have lived or traveled in New York.


Eddie Lee originally worked in a restaurant in New York. He suffered from obesity. He accidentally saw the documentary Fat, Sick & Nearly Dead in 2011 , and he managed to lose 20 pounds by fruit and vegetable juice therapy. Eddie, who was born in the background of business school, immediately smelled this business opportunity, so he opened a fruit and vegetable juice shop in Urumqi Road, Shanghai in 2012, and named his name “ YOLO ”, meaning “ You Only Live Once ”: only once, Please live a healthy life.

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Yolo's Detox Fruit and Vegetable Package

On the YOLO menu, there is a “Yueqing Project” which refers to detoxified fruit and vegetable juices, and different packages are designed according to each person's target, weight and cycle. Different fasting cycles represent different levels of detoxification: primary is three days, intermediate is five days, and advanced is seven days. Eddie will also ask about your diet and work habits to determine your detox package. "In fact, just like mixing salad, as long as the raw materials are good, the things produced are healthy. The machine is also very important. The good cold press has a high juice yield and will not destroy the nutrients in the fruits and vegetables." Eddie told Curiosity. The Daily News, his machine is imported from the United States, and the raw materials are mainly imported fruits, which are delivered to his store every morning.

YOLO's original guests were mainly foreigners, and more and more Chinese customers. They basically rely on word of mouth to spread. Last year, he moved his store to the iAPM mall in Huaihai Zhonglu. The biggest consumer group here is the office workers who work nearby. Just as a large part of BluePrint's users in the United States are also those who work and are under pressure on Wall Street - they can't wait to use money to buy time, if there is a convenient and efficient way for them to maintain the precariousness in a short time. Healthy, they are willing to pay a relatively high price for this.

A YOLO bottle containing nine kinds of fruits and vegetables is priced at 38 yuan, while the detox package is 5-8 bottles a day . According to data provided by Eddie, YOLO now sells about 300 bottles a day.

You will find a lot of young and body (ɡē n) material (b ě n) not (bù) poor (pàng) girls start drying their juice fasting experience frequent on social networks. "The season of wearing thin and light is coming soon. I also embarked on the road of juice fasting. I have not eaten the juice of hey juice before, and I feel that my Face can be swollen. I must break my heart this time. I hope I can Support (I don't believe)" This is the microblog of Weibo Reds Zhuang Yating sent on March 3. Followed by the "fifth bottle of good drink", "breaking 5 days and losing 6 pounds and a half, refueling insisted", "we will stop eating on weekends" and other such comments.

HeyJuice is the fruit and vegetable juice brand founded by Liu Yongqiao last year, which mimics the product and business model of BluePrint. When she was on vacation in New York in 2013, she found that many local people used some colorful fruit and vegetable juice instead of three meals a day. After returning home, she began to prepare fruit and vegetable juice business projects. Last year's National Day, the products were sold in Beijing and started to be sold in Shanghai in November. 6 bottles a day for 3 days, for a total of 490 yuan, this is the HeyJuice basic package. After the product went on the market, it spread quickly among young people.

Xu Shiyu first saw Zhuang Yating's Weibo, only to know the HeyJuice brand. Just because she was allergic to her face at the time, she booked the basics directly online.

She is a typical audience for detoxified fruit and vegetable juices – rather than aiming at the right medicine, it is better to believe that I can get rid of a certain symptom. Here is her personal review:

Deliberately selected the weekend, the amount of daily will be delivered one night in advance, frozen in ice and placed in the insulation package. Each bottle will be marked with a time of consumption, with a booklet similar to the product manual. The thing to note is not to eat, exercise less, if you feel too ice, you can exchange a little warm water.

The worst thing to drink is the No. 2 with ginger. It is like torture. It is best to drink the No. 5 with pineapple. One night, I was called by a friend to eat Japanese food. The result was only to watch them eat, it was too painful. After that, all the friends gathered and dated during the fasting period.

After the first drink, I really lost six pounds, and my face no longer has something to send. After the end of the treatment, the stomach may become smaller. I have been unable to eat and lose two pounds, but then rebounded four pounds. I tried it again later, but except for the diarrhea, I didn’t have any skinny, and I still had something on my face. My family and some friends saw me doing this and felt that I was very nervous and would not try again later.

1410.jpg Product 2 in the HeyJuice Basic Package

In fact, the detox juice formula is completely open in the United States, which means that everyone can make the same juice at home, as long as you are not too troublesome - which also means that the threshold for entrepreneurship is not high.

Juicycle The founder of the Guoxinshu brand is Jessica and Wayne, a major in financial engineering at Columbia University . Jessica told Curios Daily that because they eat a lot in the United States, they will drink BluePrint's juices in order to stay healthy. Sometimes they will eat fast and feel that they have a role in losing weight and getting better skin. Taking advantage of one year of school leave, they plan to promote this juice in Shanghai.

Guoxinshu's detox juice package is 3 days, 6 bottles, 900 yuan. The formula is based on the US public recipes and consulted with domestic nutritionists. The classic recipe is vegetable juice + juice + spicy + lemonade, the main products on the menu are wheat grass and coconut green. If you don't like to drink, you can make adjustments and customizations. “Domestic dietitians have no concept and basis for detoxification of fruit and vegetable juices. More on the basis of nutrition, with the taste, the ingredients are definitely more natural than medicines and nutrients, and the body is less irritating; and active nutrition represents a way of life. . "Jessica said," and you can not eat so many fruits and vegetables, a bottle which contains about one kilogram of vegetables. "

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Juicycle Detox Package


Juicycle featuring wheat grass

Chen Ting used the online recipe to make a detoxification juice that was lightly fasted for three days. She found that the price of about 500 yuan in the market is only about 100 yuan for the raw materials . Although the juicer is not big enough, it is often divided into several times. Into a cup.

"But the biggest difficulty is hungry." Chen Ting said that she lost 6 pounds in three days . The rapid weight loss was also the purpose of her initial attempt to try this method, but then she decided to return to exercise to lose weight.

People may still be willing to spend five hundred dollars to buy a detox package compared to running 3 kilometers . If you are careful, you will find that the juice of Wagas has basically changed the menu, which highlights the effect of the juice, not just the mixture of fruits. Although it is not clear whether it is affected by this trend, it is certain that in addition to carrots, there are more vegetables to be mixed in the juice industry.

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