Cold-pressed juice refers to juice that uses a hydraulic press to extract juice from fruit and vegetables, as opposed to other methods such as centrifugal or single auger. The process of high pressure processing (HPP) allows the juice to be stored for about 30 days. Without pasteurization or HPP, cold-pressed juices can be stored for 2 to 4 days. This type of juice has existed for decades, but gained public popularity in 2013 to the present day. In general, these juices are noted to be more expensive than other types of juices. It has been reported that a 16-ounce bottle could cost $10 or 12 ounces for $12. Proponents of cold-pressed juice claim that this type of juice tastes fresher and contains more nutrients than pasteurized juices, though there is little evidence to support these ideas.
Cold-pressed juices have been in production for several decades, but started to gain popularity in the late 2000s as a way to support juice cleanses.Hollywood celebrities, such as Gwyneth Paltrow and Kim Kardashian bolstered its popularity. The initial use of cold-pressed juices for juice cleanses evolved into mainstream use, and the industry rapidly expanded in the early to mid 2010s. The trend seems to be on the decline, however, as evidenced by the sudden closure of all locations of Organic Avenue in Manhattan in October 2015.