How much will consumers pay for healthy-in-a-bottle?

As much as $10 and sometimes more. At least that's the belief of high-end grocers like Whole Foods Market and a spurt of small juice companies trying to move the cold-pressed-juice craze from small-batch to mass-produced.

A 16-ounce bottle of BluePrint Red, containing beets, carrots and ginger, among other ingredients, goes for $10 at some retailers. And Whole Foods customers are paying $9 for a bottle of celery-based Twelve Essentials vegetable juice, one of the top-sellers from Suja, an 18-month-old juice brand based in San Diego. Suja co-founder Annie Lawless says customers understand the high cost of what goes into the bottle, including organic produce that is cold pressed and then preserved using a process that leaves most of the nutrients intact. "When you buy a bottle, you're getting all the goodness without any of the effort," says Ms. Lawless, a 26-year-old former law student and yoga instructor. The company says it generated $20 million in revenue in its first year.

Just as carrying a Starbucks coffee cup has become a celebrity fashion accessory and a slung-over-the-shoulder yoga mat can signify a certain devotion to spiritual fitness, porting a clear bottle of green vegetable juice has evolved into a status symbol. Initially, the juicing market was supported mostly by people doing liquid-only cleanses, marketed as a way to rid the body of toxins and bloat. Now, more consumers are drinking juice as a meal replacement, a quick infusion of vegetables or to convey the impression of superior health and discipline.

Suja's product line is a slate of fruit-and-vegetable juices meant to dose the body with a palatable concentration of nutrients from organic produce. For people doing a liquid-only cleanse, Suja sells packages on its website. A three-day supply costs $225, including shipping on ice outside of California. It has flavors such as Glow, which contains apples, cucumbers, mint, kale and other ingredients, and Green Supreme, with apples, kale and lemon.