Jamba's journey from health-niche to health-mass

摘要

In food industry strategy what Jamba Juice has achieved is a first-ever.The company is leveraging its clear "better-for-you" identity as a provider of healthy fruit smoothies and products to become a mainstream foodservice chain. It is no longer serving only the "most health conscious" but it is now also operating in a space adjacent to the likes of McDonalds. It's also becoming a branded foods and beverages company, growing its footprint in mainstream grocery.Jamba Juice continues on an expansionary path, fortifying its juice lineup, filling out its geographic presence in the United States and globally, and targeting children's meals to feed the company's ambitious plans to become the preeminent bettcr-for-you "lifestyle" brand in the global quick-serve-restaurant business.