Jamba Juice and Inventure to market smoothie kits

by FoodBusinessNews.net Staff
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EMERYVILLE, CALIF. — Jamba Juice Co., a subsidiary of Jamba, Inc., has signed a license agreement with Phoenix-based The Inventure Group to develop a line of blend-and-serve, frozen fruit smoothie kits for retail grocery distribution. The kits, which will include a variety of fresh-frozen, whole fruit pieces from Inventure’s Rader Farms company as well as Jamba’s signature smoothie recipes, are expected to launch in the United States in the first quarter of 2010.

"The make-at-home smoothie is an emerging category and represents perhaps the most literal extension of the Jamba brand to date," said Susan Shields, vice-president of consumer products and licensing at Jamba Juice.

Steve Sklar, senior vice-president of marketing at The Inventure Group, said Jamba’s brand recognition and broad consumer appeal give Inventure an opportunity to extend its core competencies in the development of a unique product line.

"We are excited to be a part of this endeavor," Mr. Sklar said.

The partnership with The Inventure Group builds on Jamba’s licensing growth platform. Jamba has had a licensing agreement with Nestle since 2007 and Think Wow Toys and Oregon Ice Cream since 2009.

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