Jus pressés à froid en Belgique : le guide complet pour bien choisir

Cold-pressed juices in Belgium: the complete guide to choosing the right one


Last updated: July 2026

Just a few years ago, choosing a cold-pressed juice in Belgium was relatively simple.

The offering was limited and driven mainly by a handful of passionate local producers, who championed an artisanal approach: carefully selected fruits and vegetables, slow pressing, small-batch production, and quick consumption after production.

Since then, the market has changed considerably.

Several brands that shaped the early days of the sector in Belgium no longer sell cold-pressed juice directly to consumers today[1]: GoodMove has stopped producing juice to focus on microgreens, Misuko and Livup no longer sell juice, and Jusjus is now only available through the retailer Cru. Today, new players, notably from the Netherlands or France, have built up their presence on the Belgian market.

The result?
A completely different offering… but also a choice that has become more complex for consumers.

Behind promises that sometimes sound similar — "cold-pressed", "organic", "fresh", "natural", "no added sugar" or even "detox" — lie very different business models.

Some brands favour local production and quick consumption after pressing. Others choose methods that extend shelf life and allow them to distribute their products on a larger scale.

These approaches don't serve the same objectives.

One favours proximity, immediate freshness and short supply chains. The other allows for wider availability and simplified logistics.

There is therefore no model that is universally better. The right choice depends above all on your expectations and priorities.

A guide to truly understanding the differences between brands

In this comparison, we analysed the main cold-pressed juice brands available in Belgium to help you understand what really sets their products apart.

We looked at several key criteria:

  • the production method;
  • the preservation techniques used;
  • the actual freshness of the juices;
  • the composition of the juice cleanses;
  • the choice of packaging;
  • the environmental impact;
  • the transparency of the information communicated.

The aim is not to declare a winning brand.

Each producer makes choices that are consistent with their business model, their logistical constraints and their vision of the product.

Our goal is simple:
to give you the information you need to choose the cold-pressed juice that truly matches your expectations.

What is a cold-pressed juice?

The term "cold-pressed" has become unavoidable in the world of juice.

But what does it actually mean?

A cold-pressed juice is obtained through a slow mechanical extraction method, generally carried out using a hydraulic press that applies several tonnes of pressure to fruits and vegetables that have first been ground, in a two-step process[7].



Unlike conventional industrial juices, which are often made from concentrates and can undergo more extensive processing, this method aims to extract juice from fruits and vegetables while limiting exposure to heat (which damages nutrients).

This method notably helps to better preserve certain compounds naturally present in plants, including:

  • certain vitamins sensitive to heat and oxidation (vitamin C in particular);
  • antioxidant compounds naturally present in fruits and vegetables;
  • plant enzymes;
  • the aromas, colour, texture and fresh taste of the ingredients.

However, the final quality of a juice doesn't depend on the pressing method alone. The freshness of the ingredients, storage conditions and the time between pressing and consumption also play a decisive role in preserving its nutritional qualities[2].

That said, it's essential to understand that a "cold-pressed" juice is not automatically identical from one brand to another.

The pressing method is just one step among several.

The final quality also depends on:

  • the quality of the fruits and vegetables used;
  • the time between harvest and pressing;
  • the storage conditions;
  • the time elapsed before consumption;
  • the distribution method chosen.

A cold-pressed juice consumed shortly after production is therefore not necessarily the same product as a cold-pressed juice designed to be stored for several weeks and/or months.

This difference in model explains a large part of the gap between brands.

Why don't all cold-pressed juices look alike?

The term "cold-pressed" describes a production method. It doesn't, on its own, describe the product's entire journey.

Between the moment the fruits and vegetables are selected and the moment you open your bottle, several choices influence the final quality of the juice.

These choices notably concern:

  • how close production is to you;
  • the time between pressing and tasting;
  • the preservation method used;
  • the type of packaging chosen;
  • the distribution method.

This is why two brands can offer juices with a similar promise while having a very different philosophy.

 

The three main preservation models

Today, cold-pressed juice brands mainly use three approaches to preserve their products.

 

1. Fresh refrigerated juice

 

This is the artisanal production model.

The principle is simple:

  • the fruits and vegetables are received shortly before pressing;
  • the juices are pressed;
  • the bottles are filled directly;
  • they are kept refrigerated;
  • they are delivered the same day.

The main advantage of this model is reducing the time between production and consumption, so that you can enjoy a juice as close as possible to its moment of production.

It also allows for local production and a more direct relationship with consumers.

The trade-off:
a shorter shelf life (4 to 6 days) and more demanding logistics.

This is the model chosen by PIMSIE: produce locally, deliver quickly and prioritise freshness over extended shelf life.

2. HPP (High Pressure Processing)

Some brands use HPP (High Pressure Processing) technology.

 

This method involves subjecting bottled juice to very high pressure in order to reduce micro-organisms that could spoil the product, without using heat treatment.

Its main goal is to extend shelf life (generally up to several weeks), while ensuring the microbiological safety of the juice. Compared to conventional pasteurisation, HPP better preserves certain sensitive compounds, such as vitamin C and some antioxidants, although the process is not entirely neutral and does also cause changes to certain biological and sensory characteristics of the product[3].

This choice mainly responds to preservation and distribution constraints, allowing brands to deliver their juices over a wider area while limiting losses linked to a very short shelf life.

Worth remembering:
HPP significantly extends shelf life while preserving nutritional qualities better than thermal pasteurisation. It nevertheless remains a preservation process that changes certain biological and sensory characteristics of the juice compared to a fresh, simply refrigerated juice.

3. Freezing

 

 

Freezing is another approach used by some cold-pressed juice producers.

The principle involves making the juice, then storing it at a very low temperature to extend its shelf life and simplify logistics.

This model has one major advantage: it allows juices to be stored for longer periods and shipped more easily, particularly when delivery distances are significant.

However, it comes with several constraints.

  • a significant need for frozen storage space;
  • energy consumption linked to maintaining the negative cold chain;
  • different logistics, with stock management and thawing times to consider;
  • a different consumer experience, since the juice needs to be planned for ahead of tasting.

Freezing can also lead to changes in certain characteristics of the juice, particularly in terms of texture, aromatic freshness or mouthfeel after thawing. These variations depend heavily on the ingredients used, the storage time and the production conditions.

Finally, the time between pressing and freezing also plays a role in preserving the product's original qualities. The faster a juice is frozen after production, the more likely it is to retain its original characteristics.

Worth remembering:
Freezing is an effective solution for extending shelf life and simplifying the distribution of cold-pressed juices. However, it follows a different logic to fresh refrigerated juice: it prioritises logistical flexibility rather than consumption as close as possible to the moment of pressing.

Why is cold-pressed juice more expensive?

It's a legitimate question.

Standing in front of a regular juice aisle, the price difference can seem significant.

Yet cold-pressed juice doesn't follow the same economic model.

Several factors explain this gap.

Larger quantities of raw ingredients

Making a juice requires a large quantity of fresh fruits and vegetables.

Unlike juices made from concentrates, producers work directly with raw ingredients, which means more volume, sorting and preparation.

A naturally limited yield

Not all fruits and vegetables produce the same amount of juice.

A significant portion of the raw ingredients remains in the form of fibre after pressing.

This yield explains why a bottle of fresh juice often requires a large quantity of ingredients to begin with.

A demanding cold chain

Fresh juice requires appropriate storage and transport.

This involves:

  • refrigerated equipment;
  • more precise logistics;
  • tightly controlled delivery times.

The choice of returnable glass

Some brands also choose glass, particularly with a reuse approach in mind.

This choice involves a different process:

  • collecting used bottles;
  • washing;
  • quality control;
  • putting bottles back into circulation.

Returnable glass requires more organisation than disposable packaging, but it allows a reuse approach to be built into the distribution chain.

Which packaging should you choose: glass, plastic or recycled plastic?

Packaging has become a central issue for many consumers.

Yet there's no perfect solution.

Each material has its advantages and limitations.

Glass

Glass is valued for several reasons:

  • it's infinitely recyclable;
  • it better preserves the freshness of the juices;
  • it doesn't alter the taste of the product;
  • it can be reused where a return-and-refill system exists.

Its main drawback remains its weight, which can increase the impact linked to transport. Several life-cycle analyses also show that a returnable glass bottle is only genuinely more advantageous than single-use packaging after a certain number of reuses (generally between 3 and 25, depending on the study and transport distance), which makes delivery distance and bottle return rates decisive factors[4].

Recycled plastic

Other players choose recycled, recyclable plastic bottles.

This solution offers certain practical advantages: lighter weight, simpler handling and easier logistics, particularly when bottles need to be transported, stored or used in settings where deposit-return schemes are harder to put in place.

For some consumers, some shops or some businesses, returnable glass is not always the most suitable solution. Returning bottles, storing them temporarily and organising their collection require specific infrastructure and habits that are not yet widespread everywhere.

The choice of packaging therefore depends on the whole system it's part of: production, transport, use, reuse or end-of-life recycling.

At PIMSIE, we've chosen to offer both approaches.

For orders placed directly through our website, we've chosen to offer recycled, recyclable plastic bottles by default.

This is a recent development in our model, designed above all to meet the needs of as many customers as possible. Plastic does offer certain practical advantages: it's lighter, simpler to handle, easier to store and better suited to certain uses, particularly for businesses, shops or people who can't easily organise the return of bottles.

This doesn't mean we're abandoning our reuse approach. Where the supply chain allows it and our customers wish to, we also offer returnable glass bottles on request when ordering.

We believe that deposit-return schemes truly make sense when they're part of a local set-up, with genuinely possible bottle returns and well-managed logistics.

It's therefore not a question of pitting glass against plastic, but of choosing the packaging that's most consistent with the intended use, everyday constraints and how the distribution chain works, all while keeping a shared goal in mind: offering more responsible solutions suited to our customers' realities.

Comparison of the main cold-pressed juice brands available in Belgium

The brands presented in this comparison don't all follow the same philosophy.

Some prioritise local production and quick consumption. Others have developed a model allowing for wider distribution thanks to appropriate preservation processes.

The aim is not to rank brands from best to worst, but to help you understand their differences so you can choose the model that best suits your expectations.

Worth remembering:
A good cold-pressed juice isn't just about taste. Freshness, the preservation method, the origin of the ingredients, the packaging and the brand's transparency all play an essential role too.

Before choosing a cold-pressed juice, three questions can help you better understand the differences between brands:

  • Where does the juice come from? How close production is influences the production and delivery model.
  • How is it preserved? Fresh refrigerated, HPP or frozen: each method serves different purposes.
  • How long after pressing will you drink it? The time between production and tasting plays an important role in the final experience.

The table below lets you quickly compare the main cold-pressed juice brands available in Belgium based on these key criteria.

Brand Origin Juice model Preservation Packaging
PIMSIE Belgium
Local production in Linkebeek		 100% fresh cold-pressed juice, untreated, unfrozen 4 to 6 days, refrigerated rPET / recycled plastic by default
Returnable glass on request
JusRé Belgium
Produced in Flanders		 Cold-pressed juice with HPP treatment 3 to 4 weeks rPET / recycled plastic
Sapje Netherlands Frozen cold-pressed juice Several months, frozen Non-returnable glass
JuiceXpress Netherlands Frozen cold-pressed juice Several months, frozen Plastic
Frecious Netherlands Frozen cold-pressed juice Several months, frozen Plastic
Les Jus PAF France
Produced in Paris		 Cold-pressed juice with HPP treatment Up to 15 days Plastic
Justy Netherlands Frozen cold-pressed juice Several months, frozen Plastic

Are juice cleanses really "detox"?

The term "detox" is widely used in food marketing.

Yet current scientific knowledge doesn't show that a juice cleanse can eliminate toxins from the body.

That role is naturally carried out by the organs responsible for elimination, namely the liver and kidneys[5].

This doesn't mean cold-pressed juice has no value.

It can be a simple way to boost your fruit and vegetable intake, particularly when your everyday diet doesn't always allow you to meet usual recommendations.

This is precisely why, at PIMSIE, we prefer to talk about freshness, ingredient quality and nutrient density rather than "detox". It's also a matter of rigour: in Europe, the use of claims like "detox" on a food product is governed by a specific EU regulation, which requires them to be linked to a precise, authorised health claim[6].

At PIMSIE, we prefer to talk about:

  • freshness;
  • ingredient quality;
  • nutrient density;
  • the pleasure of enjoying more plant-based goodness.

Why did we choose this model at PIMSIE?

At PIMSIE, we didn't set out to build the model that would be simplest to distribute.

We set out to create the juice we would want to drink ourselves every day: a fresh juice, made with quality ingredients, pressed with care every day and consumed within days of production.

A juice close to what we'd make at home if we had the time, the right ingredients and the right equipment.

This thinking led us to make several choices.

  • Choosing organic ingredients from short supply chains
  • Ordering our ingredients based on your orders. No waste, no surplus.
  • Producing in Linkebeek and delivering locally the same day, to keep the time between pressing and tasting as short as possible, rather than artificially extending shelf life.
  • Letting you choose between plastic or glass packaging.
  • Setting up a genuine deposit-return scheme for our glass bottles, because we believe reuse truly makes sense when it's built on a short supply chain.
  • Making up our juice cleanses using only juice, without padding out the number of bottles with other drinks.

We're also aware that this model comes with certain constraints:

  • a shorter shelf life;
  • a deliberately limited delivery area;
  • more demanding logistics.

These constraints are a choice we stand behind. They reflect our vision of a fresh, local, artisanal product.

Frequently asked questions about cold-pressed juice

What is the best cold-pressed juice in Belgium?

There's no single answer to this question.

The best choice depends on your priorities: are you looking above all for a local juice, a long shelf life, nationwide delivery, or a particular environmental approach?

What's the difference between a fresh juice and an HPP juice?

A fresh juice is generally consumed shortly after production and kept refrigerated.

An HPP juice uses high-pressure technology to extend its shelf life.

How long can you keep a cold-pressed juice?

It depends on the method used.

Fresh juices generally have a shorter shelf life (4 to 6 days), while juices using preservation processes can be kept for longer (20 to 45 days).

Are juice cleanses good for your health?

A juice cleanse doesn't replace a balanced diet.

It can, however, be a practical way to fit more fruits and vegetables into your daily routine.

What you should remember

All the brands featured in this comparison offer cold-pressed juice, but they follow different approaches.

Some prioritise national or international distribution using methods that extend shelf life.

Others, like PIMSIE, have chosen to produce locally and limit their delivery area in order to offer fresh juices with no preservation treatment after pressing.

There is no model that is universally better.
The right choice depends above all on your priorities.

If you're looking for a juice made locally, delivered quickly and part of a bottle-reuse approach, we'd be delighted to welcome you into the PIMSIE world.

This article is updated regularly to reflect information published by the various brands. If you notice a change or an error, please feel free to contact us so this comparison remains as accurate and useful as possible.

References and sources

The references used in this article are grouped here, sorted by type of source.

Studies and scientific publications

[1] BEP Développement Économique, "GoodMove se réinvente et lève 230.000€" — history of GoodMove's transformation after the health crisis. Read the article
The status of Misuko, Livup and Jusjus was verified directly with the brands and their current sales channels (July 2026).

[2] Burdurlu, H.S., Koca, N. & Karadeniz, F. (2006), "Degradation of vitamin C in citrus juice concentrates during storage", Journal of Food Engineering. View the study
Lee, H.S. & Coates, G.A. (1999), "Vitamin C in frozen, fresh squeezed, unpasteurized, polyethylene-bottled orange juice: a storage study", Food Chemistry. View the study

[3] Rehman, A. et al. (2023), "A comparative study of high-pressure processing and thermal processing techniques on characteristics and microbial evaluation of orange juice", Food Science & Technology International (Taylor & Francis). View the study

[4] Cottafava, D. et al. (2021), "Reusing glass bottles in Italy: A life cycle assessment evaluation", Procedia CIRP / ScienceDirect. View the study
Tua, C. et al., "LCA of Glass Versus PET Mineral Water Bottles: An Italian Case Study", ResearchGate. View the study

[5] Healthline, "Juice Cleanse: What to Know About Effectiveness and Safety". Read the article
University of Rochester Medicine, "Do Juice Cleanses Detox the Body?". Read the article

[7] Goodnature, "What is Cold-Pressed Juice & Is It Really Better?" — leading manufacturer of commercial hydraulic presses, description of the two-step process. Read the article
ScienceInsights, "What Is Cold Pressed Juice and How Is It Made?". Read the article

Regulatory publications

[6] French Ministry of Economy (DGCCRF), "Allégations nutritionnelles et de santé : ne vous faites pas avoir !" — overview of EU regulation (EC) No 1924/2006. Read the factsheet
DGCCRF, "Contrôle des allégations nutritionnelles et de santé sur les sites internet" — inquiry specifically citing the non-compliant use of the term "detox". Read the inquiry

Federal Agency for the Safety of the Food Chain (AFSCA/FAVV), regulatory and food-labelling portal in Belgium. Visit AFSCA

Websites of the brands mentioned

PIMSIE — pimsie.be
JusRé — jusre.be
Sapje — sap.je
JuiceXpress — juicexpress.nl
Frecious — frecious.bio
Les Jus PAF — lesjuspaf.bio
Justy — justy.bio

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