Years of fresh food without shortcuts.
Purée was built on a simple belief. Real ingredients, honestly prepared, make people feel better. While we have a new look, what we stand for hasn't changed. In fact, we've become even more focused on what we love about Pureé and how it makes us all feel.
About Pureé
Purée Juice Bar was founded in 2011 on the belief that there was a better way to make juice. With certified organic, quality produce and an elevated level of care and handling.
From the start, our founder, Amy, committed to using only certified organic produce, cold-pressing every bottle, never using HPP, and bottling everything in glass. She built a cornerstone of wellness in the Washington, D.C. area by refusing to compromise.
Before she became Purée's new owner, Dyala had spent years aligned with what Amy had built. Not just as a loyal, regular customer but as a mother and writer, she built a community of thousands through her blog, recipes, and nutrition education. All with a simple, honest approach to food.
One of those readers was Kaveh. A father who had the familiar feeling of being overwhelmed with conflicting food advice for his family. But he found himself returning to Dyala's advice and recipes to simplify healthy eating.
In 2025, Dyala and Kaveh took responsibility for carrying the Purée community forward. As loyal Purée fans themselves, they embrace what Amy created and are thoughtfully expanding its possibilities.
The moment it clicked
Food that you can feel
Before they owned Purée, they were customers.
For Dyala, it was a simple morning walk with her mom, sipping celery juice. Somewhere between the conversation and the sunshine, she caught herself thinking,I feel incredible. Not because someone had promised she would, but because nourishing her body with real food simply made her feel better.
For Kaveh, it happened in the middle of one of life's biggest moments. His newborn daughter had just arrived, and after days at Sibley Hospital, he was exhausted. Surrounded by vending machines and processed food, he found Purée. It was the one thing he didn't have to question - real ingredients, made with care, exactly when he needed them.
Those moments still guide every decision we make today.
What we believe
NO SHORTCUTS. EVER.
Everything begins with organic produce.
Every juice is cold-pressed, never heat pasteurized, and never treated with high-pressure processing (HPP) to extend its shelf life. That's why our juices stay fresh for days, not weeks and why they taste the way fresh produce should.
We bottle in glass because it protects what's inside and reduces plastic waste. We source only certified organic ingredients because we believe if an ingredient isn't good enough for our own families, it isn't good enough for yours.
For fifteen years, we've chosen the harder path. We wouldn't have it any other way.
Our people
The Purista experience
Anyone can sell juice. What you can't replicate easily is the feeling of walking into a Purée location and feeling genuinely taken care of.
Our team, the Puristas, are trained in hospitality the same way you'd expect at a place you'd go out of your way to visit. They know the menu. They know the ingredients. And when you don't know where to start, they'll ask how you want to feel and go from there.
That's the part of Purée you can't order online. Come in sometime. They'll take care of you.
Our vision
Pressing forward
What started as a stand-out spot for cold-pressed juice has grown into a complete way to nourish your day.
We've introduced a full line of functional smoothies, expanded our menu with wholesome, Blue Zones-inspired soups, salads, and plant-forward meals, and we're just getting started.
As Purée grows into new neighborhoods across the DMV, we promise to make it easier for more people to enjoy real, organic food and make it simply delightful.
Our rebrand
Designed to look as good as it feels.
A nod to the beach, to cabanas, to the kind of place where everything slows down just enough to feel good. They show up intentionally. An accent, never wallpaper.
A palm tree and a citrus half-slice. Simple and a little sun-soaked. "Est. 2011" underneath, because this isn't a new idea. It's something that's been earning trust in the DC area for over a decade.
Warm and a little hand-done. Not perfectly polished. Not corporate. It has the feel of something made with care rather than produced at scale.
Elegant, bold, unexpected for a juice bar and inspired by the founder. That's exactly why it works. It doesn't need to explain itself.
Sunny light. Real produce. Honest moments. Glass bottles in sunlight. We're not trying to look like a supplement company. We're trying to look like a place you'd actually want to visit to slow down and enjoy your food.
The small things are where a brand either earns it or doesn't. The fruit stickers. The postcards. The little touches you notice without knowing why. That's where the care lives.
All of it points to one idea. Wellness should feel beautiful. Not intimidating, not sterile, not trying too hard. Just a place you're genuinely glad you found.
