Juice Press founder bringing goodsugar to 1st Street

Marcus Antebi, the founder of Juice Press, is debuting a new pop-up concept called goodsugar™at 21 E. First St.

The plant-based, wellness cafe is now part of the Kollectiv space here between Second Avenue and the Bowery.

Here's more about the concept via a goodsugar rep:

• Moving beyond Juice Press, goodsugar will concentrate on eliminating single-use plastic. Products will be sold in reusable containers that can be returned for loyalty points, creating a closed-loop system we hope to see replicated by every cafe, restaurant, and juice bar in the world.

• Cold-pressed juice will be the freshest available anywhere, mixed and served on-demand rather than being stored for days in a fridge or HPP'd to extend shelf life for 3 months. 

• goodsugar offers organic vegan cooked foods, hot soups, fresh salads, and baked goods (free of gluten and refined sugars).

Kollectiv is "an urban retreat center" that features an herbal pharmacy and spa. Several juice cafes have given this space a shot dating to 2015, including NatureEs and the Alchemist's Kitchen. Kollectiv resides in the retail portion of Jupiter 21, the residential building that rose in 2012-2013 on the property that once housed Mars Bar and several other businesses.

Antebi opened the very first Juice Press one block to the east on First Street near First Avenue in 2010. While that location has closed, there are more than two dozen in the city. Antebi, who also has a goodsugar book and podcast, left Juice Press in 2019. 

Hours for goodsugar: Tuesday through Sunday from 10 a.m. to 6 p.m. Find the menu here.