Jamba Juice, now with more than 840 store locations globally, built its business on a variety of trends, but the core focus - fresh fruits and natural additives served smoothie style - has endured and grown. And now that juicing - creating a diet based on frequent servings of many fruits, vegetables and vitamin and mineral supplements - is getting bigger as a lifestyle and dietary choice, establishments like Jamba Juice are just where they want to be positioned, to take advantage and grow the trend.
Even bars without the vaguest connection to "healthy living" have given a nod to their customers' intake interest. In New York City, as reported by the New York Times, party promoters have taken note: an event held at the Avenue nightclub, vegetable and fruit beverages provided by a nearby juicer are mixed with tequila, vodka and what have you.
Partygoers are calling the drinks juicetails, and are said to consider them a healthier alternative to conventional mixers.
“If you’re juicing during the day, then why stop doing it at night?” the Times quoted Austin Stevenson, a sales director for a technology company. “It’s just a better way to incorporate juicing throughout your life, especially if you’re going to spend $10 on a juice and you still want to have a life.”
Bar operators say that juice heads are in some cases simply adding spirit to something as close to their favorite daytime juice as a bar will offer. And juice suppliers, who routinely follow the Jamba Juice model by creating their own custom blends - say, carrot, ginger, beet and grapefruit - are finding that party planners are simplifying their cocktail focus by creating quick and easy drink solutions, starting with a custom juice blend and just adding spirits.
Jamba Juice, meanwhile, recently unveiled an expanded list of smoothies and fresh juices made with "whole food" ingredients. The new Whole Food Nutrition smoothies are made with ingredients including kale, carrots, chia seeds and Greek yogurt. Kale-ribbean Breeze blends mangos, kale, passion-mango juice, Greek yogurt and chia seeds; while PB Chocolate Love blends of chocolate, peanut butter, bananas, and two percent milk with whole grains. Carrot Orange Fusion mixes fresh orange juice, whole carrots, Greek yogurt, soymilk, mangos, bananas and chia seeds.
"As consumers become more aware of the benefits of getting their daily recommended servings of fruits and vegetables, we are determined to support their everyday health and lifestyle needs through our delicious products. With that in mind, we're delighted to announce our new Whole Food Nutrition smoothies as well as our expanded fresh juice offerings," says Julie S. Washington, senior vice president and chief brand officer, Jamba Juice Company. "Made with whole fruit, whole veggies and other real whole food ingredients, our new smoothies and juices make it easy to start healthy habits in the New Year with truly good, straight from the earth ingredients."