Singapore’s Re.juve touts customer loyalty, focus on meeting nutrient gap as key to survival amid cold press juice decline
Marking a decade in business this year, Re.juve claims to be among the few cold pressed juice brands that managed to stay resilient while many others have had to shut down or slow their operations.
“Cold pressed juice had its big moment in the 2010s, especially with those ‘detox and cleanse’ programmes, but it’s really transitioned into more of a daily staple for a lot of people. It’s been a tough market, but thanks to our focus on high-quality ingredients and the loyalty of our customers, we’ve been able to not just survive but thrive.
“We estimate that there are fewer than five active players remaining in the local market today. We have been incredibly fortunate to continue growing over the past 10 years, expanding our presence to more than 100 stores across Singapore and the region. We have no intention of slowing down, and we aim to redefine healthy living on a larger scale,” Nicholas Johannes, Director of Re.juve, told FoodNavigator-Asia.
Johannes added that high costs, including rent and manpower, have made it challenging for companies to stay afloat.
“There were definitely more brands around when we first started, but a lot of them have left the market. But that actually opens up more room for us to grow, especially now that cold pressed juice has become more of an everyday option for people who don’t have time to prepare fresh fruits and vegetables themselves.
“We see huge potential in catering to busy professionals and parents. They’re always on the go, whether it’s for work or family, but they still want to stay healthy. Our juices are an easy and delicious way for them to obtain nutrients without the hassle. It’s about making healthy living convenient for people who have a lot on their plate.”
According to Johannes, this is particularly important as many people do not consume adequate fruits and vegetables on a daily basis.
He cited data from the National Population Health Survey 2022, which indicated that many Singaporeans have trouble getting enough fruits and vegetables due to reasons such as convenience and taste preferences.
In addition, a Zespri-commissioned survey in 2024 involving over 500 people in Singapore found that while 93% want to eat more fruit, over a third “simply forget” to include it in their daily routine.
“Because of this growing awareness, cold pressed juices have shifted from being just a trendy detox drink to something more practical. It’s no longer just about cleansing; it’s about making sure you get your daily dose of fruits and vegetables in a quick and convenient way.
“For example, the WHO recommends consuming at least 400g of fruits and vegetables per day [to improve overall health and reduce the risk of certain non-communicable diseases], and each of our 250ml bottles packs up to 600g of fresh produce.”
Investing in marketing
Re.juve recently revamped its juice bottles as part of the brand’s 10th anniversary celebrations.
“The redesign is inspired by our core values — health, transparency, and simplicity. We wanted to give our bottles a fresh, clean look that highlights the natural beauty of the ingredients inside. The minimalist labels make it easier for consumers to pick their favourite juices based on what they need, such as citrusy oranges for a quick energy boost.
“It’s our way of commemorating a decade of bringing pure, healthy goodness to our customers. We have big plans to continue elevating our brand and expanding our reach, both locally and regionally,” Johannes shared.
Some of these plans include focusing on growing its online business, which Johannes said has experienced “amazing growth” recently.
The firm will also be investing more in digital marketing to increase brand awareness and widen customer base, as well as participating in more in-person events to engage with consumers directly.
The brand previously took part in Artbox and GastroBeats, and is currently running a pop-up booth at Takashimaya shopping centre.
“It’s all about building connections and showing people how Re.juve can be a part of their healthy lifestyle. Consumers today, especially in Singapore, are super informed about what they are putting into their bodies. We’ve seen a shift from people just wanting to ‘detox’ to being more specific about their health goals, such as supporting digestion, improving skin health, or reducing sugar intake.
“They are really looking for these functional benefits, and are also paying more attention to things like nutritional labels. That is why we’ve ensured that all our bottles are clearly labelled with everything consumers need to know, including sugar content. We are proud to offer such transparency, while some competitors don’t even include Nutri-Grade or nutritional labels on their products.”
