NEW YORK Jamba Juice continues to think outside the cup. The company debuted a new menu today that adds several food items including sandwiches, salads and flatbreads, as well as cold tea infusions.
The menu will launch June 15 at 222 California locations and will expand throughout the U.S. during the year. It includes several types of “Grab and Go” sandwiches/wraps and salads, with snappy names like “Caesar the Day” and “Couscous & Produce.” It is also introducing four varieties of California Flatbreads.
These new offerings are a follow-up to Jamba’s successful winter launch of organic oatmeal. The expanded menu is part of the chain’s broader strategy to veer from its smoothie origins and become a healthy meal destination.
The new foods are being promoted as having no artificial flavors, artificial preservatives, or high fructose corn syrup. Brian Lee, Jamba vp, innovation and quality, said in a statement. “In making our food choices, we were very selective in offering simple, high quality items without sacrificing taste.”
Jamba is also offering several organic tea-infused fruit drinks. At 160 calories each, these may offer consumers something lighter than a smoothie to wash down their food.
“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,” said James White, president and CEO of Jamba. “With the addition of food and cold teas, we are able to give our customers what they really want.”
The new menu items will be touted in-store as well as via Jamba Juice’s current “Summer bliss is back” viral campaign. At summerblissisback.com consumers can send “Bliss Requests.” The feature allows users to type in what kind of bliss is on their mind, pick a character and watch them act it out. The message can then be forwarded to friends and family.