By Samantha Errico
Since opening as a single juice shop in 1990, Jamba Juice has been a disruptor in the multibillion-dollar smoothies and juices space. And as the market and customers evolve, so do they. Jamba Juice is listening to their customers and dropping the 'juice' from their brand name.
"Jamba has been around for almost 30 years. Most of our guests refer to Jamba Juice as just Jamba ー so that's kinda no surprise to them," Geoff Henry, Jamba president, told Cheddar Thursday.
FOCUS Brands, which acquired Jamba in 2018 and took the brand private, has launched the smoothie company into a brand evolution.
Henry listed off just a few things we can see in Jamba's re-branding:
- The launch of a new menu
- New digital ecosystem
- Changing the brand name, logo, and store design
Jamba has roughly 800 stores across the United States. Remodeled stores will have self-service kiosks and the mobile app will offer an in-store grab-and-go option to make customers experience more seamless.
Jamba has launched a new cloud-based POS system to offer a speedier check-out to their guests. When it comes to excelling in this industry, the president said, "convenience and accessibility are very important."
The new name comes with a new tagline, "Smoothies. Juices. Bowls." The sub-header comes as the brand wants to emphasize to their customers that they also sell bowls, according to Henry. Jamba is looking to focus more on wellness offering "a balanced menu with a great variety of options, more plant-based options, more lower sugar options.
New additions to the menu include the Vanilla Blue Sky Smoothie and Bowl, as well as the the return of the Watermelon Breeze Smoothie.
If you don't want to come in-store to pick up your smoothie, the brand has partnered with Postmates and Uber Eats to make that possible ー so you can sip on Jamba from your couch.