At the opening of Golden Bridge Yoga Center in New York last weekend, and then again at Jivamukti this weekend, I sampled a new super green drink that's coming onto the market, Cellnique. It claims to replenish and renew all 30 trillion cells in my body in just 400 ml.
Advertising (and price) aside (this baby goes for about $5), the drink tastes okay, and feels excellent in the body. It should; it's stuffed with an amazing number of good-for-you ingredients. The list is so long you can hardly read the type, but it includes pea protein, hemp protein, and quinoa, as well as some more expected ingredients like broccoli and spinach. But the exotic far outweighs the domestic here.
What I found really intriguing was the marketing label. It neatly captured what I think we think we're doing when we 1) eat organic 2) practice yoga 3) go to accupuncture or a Chinese doctor 4) go to therapy. It's a kind of 1970s mentality of well-being meeting the lifestyle-consumer mentality of the 2000s. We all have to work now, but we spend our money on health.
Here's the blurb, complete with Cellnique's capitalization and punctuation:"You are beautiful and unique, in every way, all 30 trillion cells... you are Cell-nique (tm)."Our Philosophy--Live Consciously: Most of us don't live on a mountain. We live in this world. We strive to be authentic, caring, compassionate and, most of all, soulful. Our perspective is worldly, informed, provocative, stimulating, sensual and aware. We desire to go deeper, to find meaning and balance while living and succeeding in the material world. We ask questions and find answers, continuing to evolve and emerge into our highest being. We feed ourselves the best nature has to offer, knowing it is the secret to lasting health, ageless beauty and superior performance."