Nestle, Jamba see early success in R.-T.-D. beverages

by Eric Schroeder
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EMERYVILLE, CALIF. — Nestle USA and Jamba Inc. announced they are "thrilled" with the early success of the Jamba ready-to-drink beverages in eight Western U.S. states. Launched in May, the Jamba beverages have captured a significant share of the premium juice segment, exceeding initial expectations, the companies said.

Jamba Smoothies and Jamba Juicies are available in major grocery retailers and convenience stores in California, Oregon, Utah, Nevada, Arizona, Idaho, Washington and Colorado. Retail accounts include Safeway, Albertsons, Ralph’s, 7-Eleven, Raley’s, and Walgreens, among others.

"We are thrilled at the success of the Jamba ready-to-drink beverages, which have surpassed our initial sales expectations," said Steve Presley, vice-president, general manager premium ready-to-drink, Nestle Beverage Division.

For its part, Nestle has supported the launch of Jamba R.-T.-D. with significant product sampling, on-line activity, consumer outreach public relations and in-store promotions. In addition, television ads for Jamba R.-T.-D. began airing in June in both San Francisco and Portland.

"The initial success of the ready-to-drink product demonstrates the power and strength of the Jamba brand outside the four walls of our retail stores, in California as well as less mature Jamba markets such as Portland," said Paul Coletta, chief marketing and brand officer at Jamba. "In just a few months, Jamba ready-to-drink has exceeded our expectations for initial sales. Based on this, we see tremendous opportunity for the product as we continue to execute upon our plan to make Jamba Juice available to our customers 24/7."

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