Jamba Juice--best known for its healthy drink offerings like Tahiti Green Tea and Razzmataz fruit smoothies--is testing its first breakfast offerings in Los Angeles and New York, with a
fast-track toward going national in March 2008.
The breakfast menu features items that blend organic granolas and low-fat yogurts alongside fruit, juices and blends. They come with
names such as "Rise & Berry" and "Bright Eyed & Blueberry." The effort targets consumers who can't find healthy morning options at fast-feeders, as well as the growing number of people in the
"deskfast" category who eat breakfast at their desk.
The regional tests are getting the company's first marketing support--"Put the good in your morning"--via Swirl, San Francisco.
Marketing in New York and Los Angeles, includes billboards, bus and subway ads, POP and street teams dubbed "The PaJamba Brigade" that will hand out samples. Radio will support in Los Angeles.
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