Industry News | August 7, 2012
Dairy Queen to Offer Orange Julius Beverages Nationwide
In a merger of two iconic brands, the Dairy Queen system is rolling out Orange JuliusPremium Fresh Fruit Smoothies and Julius Originals to all DQ locations in the United States and Canada.
“With an assortment of fruit choices, variety, and convenience we will offer in this beverage category, it will be like having a smoothie shop within a DQ restaurant,” says Barry Westrum, executive vice president of marketing for American Dairy Queen Corporation. “This is a perfect addition to our menu for customers who want a healthier, quick snack or a treat at any time of the day.”
Orange JuliusPremium Fruit Smoothies and Julius Originals will be rolled out to more than 4,000 Dairy Queen locations in the U.S. and Canada by November. Currently, more than 800 DQ Orange Julius stores in the U.S. and Canada, most of which are mall locations, carry Orange Julius beverages.
“We are looking to shake up not only the $3 billion smoothie category in the U.S., but also our competition,” Westrum says. “Just like there is only one DQ brand, there is only one Orange Julius brand.”
Customers will have a choice between Orange Julius Premium Fruit Smoothies and Julius Originals. The Orange Julius Premium Fruit Smoothies are made with real fruit and low-fat yogurt and are blended fresh for customers upon ordering.
The refreshing, frothy, real-fruit Julius Originals are also blended fresh. Flavors for both Julius Originals and premium Fruit Smoothies include Orange, Strawberry, Strawberry Banana, Tripleberry, and Mango Pineapple.
"Adding Orange Julius Premium Fruit Smoothies and Julius Originals to all Dairy Queen locations fits with our strategy to keep our menu fresh and enhances not only our beverage offerings and menu appeal, but also our competitive advantage," Westrum adds. “There is no substitute for the irresistible and inexplicable taste found in Orange Julius drinks.”
International Dairy Queen, Inc. acquired the Orange Julius concept, famous for its frothy fruit blended beverages, in 1987, but the highly popular brand has been around for more than 85 years.
“Consumers have told us they are looking for a premium-branded fruit smoothie and beverage option in the sea of low-quality smoothies available today,” says Westrum when asked why the DQ system was introducing Orange Julius beverages. “The Orange Julius concept has stood for premium blended fruit beverages for more than 70 years, so the time is right.”
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