New location drops “Juice” from its name, sports the tagline, "Smoothies, Juices and Bowls."
Jamba Juice, founded in 1990 in San Luis Obispo, California, has been a household name for almost 30 years. The 850-unit chain has decided to refresh its brand image with a sleek store redesign and highlight expanded menu offerings with an emphasis on wellness.
"We've been offering balanced ingredients on the go for almost 30 years and must continue to evolve to meet our guests' ever-changing definition of wellness," said Jamba's president Geoff Henry in a statement reported by QSR Magazine. The brand confirmed that in spite of dropping the word “juice” from their name, it will not be getting rid of juices. Rather, it wants to emphasize an expanded menu of smoothies, bowls and more items to appeal to a broader range of customers with fresh, high-quality ingredients. Existing stores will begin adopting the expanded menu, new logo and remodel later this year.
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