Jamba Juice launches food menu

by Eric Schroeder
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EMERYVILLE, CALIF. — Jamba Juice Co., operator of a chain of stores that primarily has focused on smoothies since its debut in 1990, is expanding its retail offerings with the June 15 launch of Grab and Go food, flatbreads and cold tea infusions at its 222 California locations. The food debut follows Jamba’s December 2008 launch of oatmeal made with steel-cut organic oats, and is part of the chain’s broader strategy to transform its overall retail concept, expanding beyond its smoothie roots to become a mealtime destination for a range of simple and healthy lifestyle options.

"For many years Jamba Juice has been popularized as the nation’s leading smoothie chain," said James D. White, president and chief executive officer, Jamba, Inc. "And although we have introduced baked goods, snacks and most recently oatmeal to the menu, we felt that Jamba Juice was ready for a dramatic transformation. With the addition of food and cold teas, we are able to give our customers what they really want — tasty, high quality foods that are quick and easy."

The Grab and Go food — a portfolio of ready-made wraps, sandwiches and salads — consists of four different wraps, including an Asian Style Chicken Wrap, Chimichurri Chicken, Greek Goodness (which is vegetarian) and the Greens and Grains Wrap (which is vegan). Jamba also will offer a Gobble’licious turkey sandwich and two salads: Caesar the Day! and CousCous & Produce.

The California Flatbreads will come in four different flavors, including Four Cheesy, Smokehouse Chicken, Tomo Artichoko and MediterraneYUM.

In addition to the introduction of food, Jamba Juice is extending its drink offerings with the launch of Fruit Tea Infusions — an infusion of organic green tea and natural fruit juices served over crushed ice. The drinks, which are available in pomegranate, passion fruit and Prickly Pear, contain a whole serving of fruit and 160 calories in a 16-oz serving.

"In making our food choices, we were very selective in offering simple, high quality items without sacrificing taste," said Brian Lee, vice-president of innovation and quality. "We are committed to offering our customers food that they will feel good about eating. I believe customers would be surprised that many breads contain high-fructose corn syrup and sauces use artificial preservatives. Our products use none of these. Not everyone has this level of commitment."

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