UPPER WEST SIDE — The purveyor of juice fasts that Gwyneth Paltrow turns to when she needs to cleanse her body of impurities is coming to the Upper West Side.
Organic Avenue, a vegan juice fast and raw food company whose website promises their five-day regimen of raw food and organic fruit and vegetable juice will result in “bright eyes, mental clarity, physical glow” and other benefits, is scouting for an Upper West Side location, a company spokeswoman confirmed.
It’s too early to say exactly when or where the Upper West Side location will open, the spokeswoman said. The company currently has boutiques on the Upper East Side, Lower East Side, the West Village and SoHo.
Organic Avenue, whose catchphrase is “the food of LOVE,” an acronym for “live, organic, vegan experience,” got a publicity boost from raw-food maven Gywneth Paltrow who described Organic Avenue’s five-day juice fast as “pretty amazing” on her blog.
The company also offers a vegan food menu for delivery or for seated meals at their café, with items like zucchini squash pasta, sunflower falafel and hummus, and vegan “cheezcake.”