The popularity of cleanses continues to rise, even as health experts seem dubious about the efficacy of some of these diets. Restaurant Associates, which runs the cafeteria, declined to explain the decision.
In May, Citigroup began offering BluePrintCleanse in some of its Manhattan cafeterias, a spokeswoman said. Recent six-juice-a-day-dieters include employees at Merrill Lynch and the Carlyle Group, she said. “And anywhere the financial industry is big we get group orders: Chicago, Dallas, Houston.”Ī spokeswoman for Organic Avenue - whose orange tote bags became ubiquitous after one was spotted arriving for Gwyneth Paltrow in 2008 the actress also plugged the brand in 2010 on her lifestyle Web site, GOOP - said the company’s orders were now also about 30 percent office cleanses. Helms, who also founded Juice Generation in 1999. “I’ll send 25 cleanses down to the same brokerage firm on Wall Street," said Mr. These days, prettily packaged potions frequently occupy the refrigerator (and the conversation) at financial companies. “People want to indulge” - not sip celery - “on weekends.” “Everyone knows someone who’s done one, and they realize they’re a lot easier to do with colleagues during the workweek,” he said. He said there has been a “huge increase in popularity” of cleansing with co-workers in the last year, which he credits to juice diets being more mainstream. (What they ate didn’t torture him enough to remember it, though he said his senses were so heightened during the cleanse, “I could smell roast chicken from four blocks away.”)Įric Helms, who founded the four-year-old Cooler Cleanse company with the actress Salma Hayek, says office cleansers now make up 30 percent of his business, and in the last year he has hired three customer-service employees just to handle the details of them. What did the clients think? “They just laughed,” he said.
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