Goodsugar, a brand new wellness-oriented vegan enterprise, simply opened its flagship location in New York Metropolis. The menu at Goodsugar options affordably priced unpasteurized, un-pressurized juices, superfood smoothies and bowls, a shot bar, and a plant-based meals menu that focuses on soups and salads.
Menu highlights embrace berbere-spiced Egyptian Purple Lentil Soup; The Greatest Burrito (full of adzuki beans, wild rice, chipotle cashew cheese, and avocado); and 21 Greens Juice (which comes full of each inexperienced you’ve ever seen plus lemon and ginger).
Goodsugar
Brooklyn-born entrepreneur Marcus Antebi—who spent his youth in search of thrills—is behind Goodsugar. He practiced Muy Thai and survived skydiving for 13 years, taking 2,300 jumps earlier than retiring. At the moment, he maintains a day by day yoga routine and, he says, a complete meals, plant-based eating regimen has helped to gas all of it.
“My plant-based eating regimen supplied me with my main macronutrients that are carbohydrates, protein, and fat,” Antebi tells VegNews.
“The double bonus is that vegetation present micronutrients similar to nutritional vitamins and minerals,” he says. “And if that wasn’t sufficient, there’s a trifecta right here: vegetation present me with extra compounds that aren’t all the time acknowledged as vitamins, similar to antioxidants.”
Antebi was impressed to share these advantages with others first by Juice Press—a juice empire he based in 2010—and now by his new Goodsugar enterprise, a bodily incarnation of his 2020 e-book The Goodsugar Food plan.
Goodsugar
And whereas juices, wellness pictures, and savory meals are a spotlight at Goodsugar, the enterprise features a bakery arm that’s all about satisfying vegan desserts.
“At Juice Press, I all the time actually wished so as to add in a very wholesome bakery choice,” Antebi says. “I’ve made that class a spotlight from the beginning at Goodsugar.”
A wholesome bakery?
Like the remainder of Goodsugar, the concept right here is popping “no” right into a constructive by specializing in nutrient dense treats that comprise no refined sugar, flour, or processed substances, and no inflammatory brokers similar to dairy or different animal merchandise.
Antebi says his bakery treats should not historically indulgent, per se. “There aren’t any extra unfavorable uncomfortable side effects to my wholesome baked items than when you have been consuming a banana or some oatmeal,” he says.
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As an alternative, treats like chocolate chip cookies, banana bread, and the Thoughts Blowing Bar (a deal with made with crunchy peanut butter, cacao, selfmade almond milk, and pea protein) are sweetened with maple syrup, entire dates, and fruit to impart the indulgence of conventional baked items with a better-for-you twist.
“I used years of dietary data and philosophy to verify each merchandise within the bakery case is wholesome sufficient to be a meal, however nonetheless scrumptious and satisfying,” he says.
“Through the use of solely wholesome, utterly pure sugars like maple syrup, and no processed substances, sugars, or flours, I can assure every little thing at Goodsugar is nice for you,” Antebi says.
“After all, you possibly can’t have six items of banana bread and name it a day—you continue to should remember how a lot you’re consuming,” Antebi provides.
Past Juice Press
With Goodsugar, Antebi brings his wellness mission again into focus. “Once I was a younger boy, I watched my dad and sister battle with their eating regimen,” Antebi says. “I all the time felt powerless that I couldn’t assist them. It made me need to make wholesome meals accessible for individuals. I get up each morning and really feel pushed to assist my household and neighborhood.”
Antebi’s need to be environmentally pleasant can be extra achievable with Goodsugar, the place packaging is reusable and sustainable.
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“As soon as it was clear to me that single use plastic was a disaster to our planet, Juice Press was already too massive to transform into glass,” Antebi says. “One of many greatest priorities for Goodsugar shouldn’t be polluting the earth, so we’ve carried out glass jars that may be returned for credit score and all sustainable paper packaging—no plastic.”
The centered operation additionally permits for a higher consideration to element in the case of substances and choices. “It’s additionally actually vital to me and my eating regimen that the issues I’m consuming are ultra-fresh,” he says. “With one retailer to are likely to, we will keep that hyper freshness. Deliciousness is a high precedence at Goodsugar.”
Finally, Goodsugar—its philosophy, substances, curated menu, and bakery ingredient—is all about serving to others obtain their wellness objectives. “Once I left Juice Press, it was an empire with 85 places,” he says. “I wished to get again to fundamentals, the place I used to be capable of discuss once more to everybody who was coming within the retailer. I like individuals, I like the conversations, I like to look at individuals develop on their journey.”
Goodsugar
And beginning recent at Goodsugar is an thrilling step for Antebi, who sees it as a rejuvenating alternative for himself and others. “Beginning over with one retailer means I could be there and get again to my ardour of serving to individuals with their well being and wellness,” he says.
“With one retailer, I could be my most artistic self once more—there’s no crimson tape surrounding my imaginative and prescient, message, and product.”
