Jamba Juice: Message in a Blender

Business week says, “It’s a smoothie you can chew on.” Family circle says, “Rise and Dine.” Does Jamba Juice really expect us to believe it is offering us dinner inside that blender? Yes it does. And apparently there are lots of folks being convinced. This eat and run meal replacement seems to have all the ingredients of a healthy, low calorie meal for busy people from moms to executives.

Founded in 1990, Jamba Juice is the leader in its category. At the end of last year Jamba had 707 stores, 205 of which are franchises. In May of 2008, Jamba Juice and Dole joined forces to launch Jambafruit.com. According to Business Wire “Dole has produced tens of millions of customized stickers on bunches of fresh bananas that read, "I Want to Jamba!" These have already appeared at thousands of grocery stores nationwide for the rollout.

"Together, Dole and Jamba is the ideal match to encourage Americans to make consuming fresh fruit an easy priority," says Paul Coletta, Senior Vice President of Marketing and Brand Development at Jamba. This California-based company wants the opportunity to define the category of the healthy snack, and yet they want you to both drink and chew these power packed smoothies for dinner too. Methinks they want it all, and with the power of Dole behind them, they just might get it.

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