Plant-based BBQ brand Barvecue and juice bar chain Juice Press are partnering to debut the new BBQ with Roasted Veggies Wrap. Available at Juice Press locations across New York City, the wrap features Barvecue’s signature wood-smoked Naked BVQ protein.
“Their clean-label values and desire to make plant-based foods widely accessible align well with the Barvecue mission”
The new wrap can be ordered hot as a grab-and-go option, and features Naked BVQ, roasted veggies, apple cider vinegar, onion, sesame oil, and spices on a whole wheat wrap. Each wrap also contains 22 grams of non-GMO, gluten-free plant protein.
“JP is proud to partner with Barvecue to elevate plant-based offerings with a unique variety and authentic flavor profile,” said Juice Press’ Ariana Korman, RD, CDN.
In 2021, the North Carolina-based Barvecue opened the world’s largest plant-based smokehouse to expand into national retail and foodservice. Its current product range includes Pulled BVQ, Naked BVQ, and Carnitas.
National growth
Recently, the brand debuted in 191 Harris Teeter supermarkets and partnered with protein innovator Arbiom to improve the taste, texture and nutritional profile of plant-based meats. Barvecue’s can now be found in over 1,200 US retail stores, including Sprouts and Safeway.
In a 2020 interview with vegconomist, founder Lee Cooper said, “The word ‘excited’ doesn’t begin to express how we feel about the possibility of having an impact in the plant-based space and, therefore, an impact on the health and welfare of animals, humans and our shared environment.”
“Clean-label values”
Juice Press, which operates dozens of locations in NYC, also partnered with plant chicken startup Daring in July for a plant-based Chicken Salad Wrap.
“We are so pleased to partner with Juice Press, an iconic New York health establishment with over 80 locations throughout the US, to bring Barvecue to the City,” shared Kelsey Joseph, Barvecue’s Director of Business Development. “Their clean-label values and desire to make plant-based foods widely accessible align well with the Barvecue mission.”
