Juice It Up!, a smoothie, raw juice, and superfruit franchise with 100 locations open and in development, announced Wednesday (March 14) that it has been acquired by SJB Brands, LLC. New ownership named Chris Braun the company’s CEO.

SJB Brands is a partnership between California-based private investment firms Dover Shores Capital, LLC, Britt Private Capital, LLC, and Jupiter Holdings, LLC. Braun is the head of Dover Shores Capital.

SJB Brands purchased Juice It Up!, which was founded in 1995 and has locations in California, New Mexico, Oregon, Texas, and Florida, from longtime owner and former CEO Frank Easterbrook. He will remain a franchisee with the brand.

“We are grateful for the incredible leadership and support that Frank Easterbrook provided to the Juice It Up! brand and franchisees for over 20 years,” Braun said in a statement. “We are excited to begin this journey and build upon the legacy that Frank, the management team and dedicated franchise partners have created, cementing Juice It Up! as a major player in the growing smoothie, raw juice, and bowl market.”

In a release, the company said it would “continue to enhance its core offerings of hand-crafted smoothies, fresh raw juices, and superfruit bowls,” as well as focus on product innovation and a customer-centric strategy. The growth model will target prime markets.

“We’re going to continue to add value to an already established and beloved brand, as well as take a proactive role in the company’s growth. It is our principal objective to pursue initiatives that are designed around innovation, growing average store sales, and expanding our franchise base to continue to build on the success of the brand,” Braun said in a statement.