Functional smoothies are making a statement.
What’s happening: Elevate, a London-based smoothie bar, secured $2.7M from JamJar Investments, Soho House founder Nick Jones, and others to fuel UK expansion.
Whip it. Blending functional ingredients with feel-good flavors, Elevate’s smoothies are created like a supplement stack, packing benefits like glowing skin, gut health, and mental clarity on the go.
Selling over a smoothie per minute and doing $1M+ in annual sales, it opened a second site in Selfridges department store in April. Fresh funding will fuel two new shops opening early next year, while viral collabs with Nike, SKIMS, and Adanola boost its status beyond the smoothie bar.
Liquid gold. Tapping into consumer willingness to pay for added benefits, smoothies are selling at a premium, promising clean ingredients, functional outcomes, and wellness status.
Winning over London, Elevate will join Joe & the Juice, Tease, and Avobar in national expansion. While Cali-famous Erewhon teases its first NYC tonic bar, others are emulating its smoothie-as-a-platform playbook, with Aussie Common Supply and Nude Miami complementing groceries and SunLife Organic lining up brand collabs.
Punchline: Turning functional ingredients into high-priced habits, smoothie bars are competing for a place in the wellness routine, with aspirational appeal adding value to the daily dose.
