Jamba Juice is the quick-serve smoothie leader, with 750+ units nationwide, providing its guests with a fun, flavorful way to snack healthily.

Challenge

Having established its place in the world of smoothies, Jamba Juice decided it was time to broaden its reach at breakfast by expanding its menu. Jamba executives looked to The Culinary Edge to realize the menu development strategy from conceptualization to commercialization.

Solution

After in-depth menu analysis, Jamba Juice and The Culinary Edge determined that hot oatmeal represented Jamba’s best opportunity with the highest likely returns. The Culinary Edge then created, proved and readied the recipes for commercialization while working through several operational challenges, including introducing food preparation into a beverage-only platform.

Results

Featuring steel-cut oatmeal and real fruit, this slow-cooked oatmeal not only provided their guests with a healthy quick-serve breakfast alternative, but it also enhanced Jamba’s “wholesome, hip, healthy” brand positioning.

Jamba’s entry into this category set the stage the new hot trend of “fast food oatmeal” with similar items now widely appearing on competing menus.

Jamba Juice’s oatmeal continues to win over consumer in national taste tests.

Press

Serious Eats Taste Test:  Jamba Juice “wins” Against 6 Competitors
Slashfood:   “Jamba Juice Debuts Oatmeal”
AdAge:  “Oatmeal Wars”