- Jamba Juice has rebranded to Jamba with the tagline “Smoothies, Juices and Bowls.” The switch is intended to reflect the fact that the 30-year-old chain has branched into much more than just smoothies in recent years, according to a company press release.
- The rebrand includes a commitment to diversifying its ingredient offerings, too, with a new focus on plant-based products and low-sugar products.
- In addition to a new name and refreshed menu, the chain’s branding, store design, digital offerings and in-store experiences have been updated to promote "an authentic and approachable ambiance inspired by [its] local juice shop roots."
Jamba's refresh comes just one year after it was purchased by Focus Brands, and its new emphasis on protein-enhanced smoothies and plant-based bowls signals to loyal diners and first-time consumers that it is now catering to modern eating preferences.
New product offerings tend to create a sense of urgency for consumers, particularly when they fall in line with a new diet trend. Smoothies are often high in sugar, which puts the product at odds with consumers' increasing concern over the amount of sugar in food and beverage products. One-third of Americans associated sugar with weight gain, while 71% check a product’s sugar content. Almost half want to cut the amount of sugar in their diets, according to a Kerry whitepaper. Jamba’s decision to highlight lower sugar offerings could more easily lure consumers shunning sweets.
Last year, Dunkin’ rebranded from its former Dunkin’ Donuts brand name to distance itself from a reputation of being a chain that offers nothing but less-than-healthy pastries. The overall refresh was geared toward showcasing that the QSR is a modernized option for on-the-go consumers who need a quick bite without compromising their health goals. Jamba is doing something very similar with its plant-based offerings and focus on cutting sugar.
Not all rebrands go as planned, however. In 2018, IHOP temporarily changed its name to IHOB, the International House of Burgers. The temporary name change was designed to highlight its new burger patty offerings, but it caused serious outrage for fans of the pancake-centric chain, prompting the brand to quickly change its name back to IHOP. Although the spunky marketing tactic generated notable buzz, it failed to rack up the increase in consumers’ willingness to try the chain. Still, this hasn't stopped the chain for trying a temporary rebrand again — this time by marketing its burgers as "pancakes".
In the digital realm, Jamba is making major updates to its e-commerce platform, which is in line with several other big players in the industry including McDonald’s, which recently purchased an app developing company and is looking into updating its drive-thru menus to be more personalized and interactive. Jamba’s new app includes options for customizing key aspects like ordering ahead, noting nutritional needs, and integrated gift card capabilities, improvements that could help it better compete with more tech-advanced rivals.