Eatery launch: Move over soda, you’ve got competition

International chain of juices, smoothies and snacks comes to town.

ISLAMABAD:

Whereas lean cuisine is hard to come by in the capital, it is never too early to detox. In times of lean-beef burgers, low-fat froyos and zero-diet colas, a healthy fruit concoction completes the conscious eaters’ binge list.

Known for their fresh and healthy juices the world over, Juice Zone opened a flagship store at the bustling Jinnah Super Market on Friday. The Canadian franchise serves everything from freshly-squeezed juices to smoothies and froyo. The snacks include paninis, wraps and salads. Caffeine buffs can get their fix with a variety of special teas, coffees besides hot chocolate. There is a separate kiddy menu and another one for the breakfast-goers.



So what is with the health talk?

Jose Luis Esquivel, the vice president of the franchise in Canada, said they ensure that the best available products are used sans sugars and additives. He added the recipes may vary according to local taste requirements but there is no compromise on the quality of ingredients.

Atif Syed, the franchise owner in Pakistan, maintained their food and beverages are prepared purely fresh. He added, the juicers employed to squeeze juices and smoothies, are faster (800 rpm) than the ones available elsewhere (1,800 rpm), which is what makes the experience unique. From bread to salad ingredients, he said, they ensure everything is prepared with care. He added the franchise plans to introduce beef-based snacks to the existing menu. Natasha Humera Ejaz, musician and visitor, said the mango froyo she had, was very refreshing. “Also I like the way they have set up the place, it’s very central,” she added.

The eatery has a combination of leather sofas and wooden chairs spread all over the funky interior. With a focus on tasteful nutrition, the place might prove to be the next post-gym hangout.

Published in The Express Tribune, June 8^th, 2013.