The spiel? "The promotion of a healthy and active lifestyle mixed with an uncompromising addiction to fun".
Which means? Lots of fresh fruit, low fat yoghurt, and generally nutritious, healthy ingredients.
The juices, smoothies and crushes are all produced with "nothing but natural goodness".
Who's behind it? Richard O'Sullivan and long time business partner Mario Budwig, who have over 20 years experience expanding Millie's Cookies across the UK. Richard's eldest daughter drew his attention to the Boost phenomenon while she was in Australia, and he was so struck by it that he came out of retirement and bought the rights to Boost Juice in the UK and Ireland. The original concept belongs to Boost Juice founder and CEO, Janine Allis, who developed the concept in her Melbourne garage.
Would suit? Primarily young people aged 15 to 35, "but in fact our fastest growing category is 40 to 49 year olds," says O'Sullivan. "Our generation were the fast food pioneers, but now we're gravitating towards healthier lifestyles and getting conscious of our own mortality."
Ideal site? 350-500 sq.ft, "anywhere busy and funky – like New York or Vegas."
Future plans? To open another eight sites in the near future – two in Manchester, one in Nottingham and another fi ve in yet-to-be-confirmed locations.
Watch this space.
Why will it work? "Because the product is the best in its class and the team behind this has got the experience. Plus the market is crying out for a killer brand – which ours is."
Where? Trafford Centre, Manchester and Clarendon Centre, Oxford.