Following a $200 million sale to FOCUS Brands, announced last summer, nearly 30-year-old Jamba Juice is refreshing its image across the board—and even changing its name. The 850-unit chain, founded in San Luis Obispo, California, in 1990, will now go by just “Jamba,” accompanied by the tagline, “Smoothies, Juices and Bowls.” It’s also touting a new app, updated store design, and elevated customer experience.
Jamba said the simplified name is intended, similar to Dunkin’s decision to ditch “Donuts,” to reflect a wider array of offerings.
“It’s one of many steps to support the brand’s renewed commitment to more balanced ingredients that will include expanded plant-based options and reduced sugar selections among other innovations,” the company said.
“We’ve been offering balanced ingredients on the go for almost 30 years and must continue to evolve to meet our guests’ ever-changing definition of wellness,” added Jamba’s president Geoff Henry in a statement. “We’re staying true to our heritage as an innovator in the space and refreshing the brand to stay focused on how we can make it easier, better and faster for guests to live a more active lifestyle. We’re proud to have launched the smoothie and juice category three decades ago and can’t wait to join our guests’ wellness journey for decades to come.”
Jamba isn’t getting rid of juices by any means (just like Dunkin’ didn’t drop donuts from shelves). It simply wanted to highlight a menu that’s evolved along with its concept in the past three decades. A juice shop signaled something completely different in 1990. Today’s version includes smoothies, bowls, boosts, and on-the-go bites.
Jamba’s new logo is above. The old one is below.