Just as the taste of liquefied greens was starting to become tolerable, Pressed Juicery has hit L.A. with a new trend. They're calling it "Freeze," a soft-serve confection made entirely from the juice of fruits and vegetables that is vegan, gluten-free and dairy-free.
Freeze will be unveiled at the company's Palo Alto store in Stanford Shopping Center this month. Southern California can expect the frozen concoction in Orange County and Hollywood by late 2014. The product aims to satisfy summer's frozen cravings, without the guilt; Pressed claims this to be a wholesome product, with all the nutrients found in fresh produce.
"We felt that there was a gap when it came to frozen treats, with no truly healthful alternative to frozen yogurt or ice cream, and created 'Freeze' to be the naturally sweet solution," said Pressed Juicery founding partner Hayden Slater.
Sweet may not be the first word that comes to mind when tasting Freeze. It may be soft-serve, but it is no ice cream. Freeze has no sugars, additives, binders or even water. Each cup is made with juice and almond milk products and has a frozen, whipped consistency.
"We see Freeze as a complement to the juice experience, and a natural evolution of what we are already doing at Pressed," Slater also said.