In a world where wellness extends far beyond nutrition and has become a true way of life, certain collaborations manage to capture the spirit of the moment with remarkable precision. Such is the case with the partnership between Elevate and Petrossian, bringing together two worlds that rarely meet: haute gastronomy and functional nutrition.
The result? A creation that is as surprising as it is elegant: a collagen-infused soft serve topped with a generous spoonful of Petrossian caviar. A sensory experience that redefines the concept of “luxury with benefits”, where indulgence and nutritional benefits coexist without compromise.
Elevate, London's New Wellness Destination
Founded by Julia Baldet, Elevate was born from a personal experience. After spending several years in private equity, Julia experienced the effects of corporate burnout and quickly realised there was a lack of genuinely healthy, convenient options adapted to modern urban lifestyles.
Determined to fill this gap, she launched Elevate, London’s first destination entirely dedicated to functional beverages. Opening in the Bank district in June 2025, the concept quickly found its audience before expanding to the prestigious Selfridges Food Hall in April 2026.
Each recipe is developed and reviewed by nutritionists to address specific wellness needs, including balanced energy, muscle recovery, digestion and overall daily wellbeing.
The Future of Luxury is More Than Functional
By combining Petrossian’s century-old expertise with Elevate’s innovative and functional approach, this collagen and caviar soft serve becomes far more than a simple treat. It embodies a new form of indulgence: sophisticated, mindful and resolutely future-facing.
One spoonful at a time, Elevate and Petrossian demonstrate that wellness can be every bit as refined as it is delicious.
From 29 June, the Elevate x Petrossian collagen and caviar soft serve will be available at the Petrossian boutique in South Kensington, London, as well as at the Elevate counters within the Selfridges Food Hall and the Elevate Bank flagship store. A unique opportunity to discover this unexpected fusion of exceptional gastronomy and next-generation wellness at three of London’s most iconic destinations.