Industry News | March 17, 2011
Jamba Taps Into the Vegetable World
Jamba Juice added three new smoothie flavors to its menuboard this week, the first smoothies from the company to feature vegetables in its smoothie mix.
Susan Shields, senior vice president and chief marketing officer for Jamba Juice, said in an e-mail to QSR that in the company’s 21-year history, fruits, superfruits, and probiotics were always the primary focus of innovation—until now.
“We began to hear from our customers a reoccurring need for an easier, better tasting way to get in their daily servings of vegetables,” Shields said. “Feedback from our customers, coupled with industry trends, supported the prioritization of our new Fruit & Veggie smoothies.”
The new line of Fruit & Veggie smoothies includes Berry UpBeet, Apple ‘n Greens, and Orange Carrot Karma flavors. Each of the new smoothies features less than 250 calories in a 16-ounce serving, as well as one full serving of vegetables and two full servings of fruit. Although vegetable flavors may not be as natural to the smoothie world as fruit flavors, Shields said the Fruit & Veggie line went through the same R&D process as all of the chain’s other flavors. Each of the flavors matches the core Jamba Juice smoothie prototype, she said.
“We start with identifying the consumer need and develop concepts and prototypes with not only these needs, but also with some key brand filters in mind,” she said. “They are healthy and nutritious and like our other products, contain no artificial flavors, no artificial preservatives, no [high fructose corn syrup], and 0g trans fat. We were able to achieve great taste with our Fruit & Veggie smoothies by pairing the vegetables with fruit for a product that is more pleasing to the palate.”
Shields said vegetables—and especially fruit and vegetable combinations—open up a whole new world of flavor possibilities for the company’s R&D department. “We view Fruit & Veggie smoothies as a key strategic platform and differentiator for the brand—they are not just another flavor of a typical smoothie but are a solution for consumers seeking for a great tasting and convenient way to get in their daily serving of vegetables,” she said.
By Sam Oches
Food & Beverage
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