Jil Larsen opened Magic Mix at 102 Fulton Street in 2013 because she foresaw a boom in the neighborhood. “I thought that all the amazing Conde Nast editorial people would be moving in,” she said of the publisher that relocated One World Trade Center in 2014. “Back then Fulton Street was crazy, but nobody was here.”
She fell in love with the neighborhood and moved there herself from the Upper East Side to be close to her shop, which sells fresh-squeezed juices, plant-based eats and healthy snacks. Larsen had started making juices in her home kitchen, spraying carrot juice all over the ceiling, before opening her first business.
“I felt like there was so much history here,” she told the Downtown Alliance. “I had this feeling that it was going to become this up and coming neighborhood.”
Last year Larsen — whose title is “Chief Squeeze” — had plans for expanding to more locations, but when the pandemic hit, those went out the window. She was forced to lay off her 16 employees while she and her business partner kept the shop running.
“We had to go back to basics,” she said.
Instead of expanding, the juicery has pivoted to offering to-go cleanses and home-meal plan subscriptions to help people stay healthy and make the easy jump from a juice cleanse back to full meals.
The cafe added new food offerings too including mini gluten-free everything bagels with cashew cream cheese, plus some hearty fall options including crispy brussel sprouts with sriracha aioli, pumpkin loaf with cashew cream frosting, cauliflower mash with mushroom gravy and more.
For those feeling out of touch with the universe lately, Larsen introduced a Mercury Retrograde Cleanse to help sort out the cosmic turbulence in your gut.
Pop by Magic Mix to try out the menu yourself, or check out the meal delivery options online. They’ve got cleanses for every occasion — even a healthy hangover cure. Larsen said the pandemic has reinvigorated her belief that basic nutritional health is more important than ever. “You just realize if you’re good to your body it’s gonna be good to you,” she said.