According to one of BigHospitality's sister titles, M&C Report, the first site under the new collaboration will open at 4 Peter Street in Soho on 19 May.
M&C Report understands that the new company hopes to open five sites in the capital in its first year and a further 12 in its second year.
Ricker, who owns and operates restaurants such as La Bodega Negra, E&O and Eight Over Eight , has been working with food and health expert Elizabeth Peyton-Jones (author of Eat Yourself Young) to design a juice menu that is “fun, easy and delicious, whilst delivering the maximum nutritional value”.
Cross is the author of the Reboot with Joe’s Juice Diet, which has helped people around the globe lose more than six million pounds in weight, while his film, Fat, Sick & Nearly Dead, has been seen by over 10 million people and it has helped over 55,000 people become medicine-free.
Both The Times & Wall Street Journal have credited Cross with accelerating the global plant-based eating movement.