The QSR operation, best known for its healthy drink offerings (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.

"[This is] one of the biggest opportunities for our brand because we can make the distinction of being one of the few really healthy breakfast options in the QSR world," said Kristel Cerna, director of product marketing at Jamba Juice, Emeryville, Calif. "It's a great play for us to grab more sales from our existing core consumers. And the advertising will bring in our light users and new users for additional sales."

The effort targets consumers who can't find healthy morning options at fast-feeders and other QSRs as well as the growing number of people in the "deskfast" category who eat breakfast at their desk. The breakfast menu features items that blend organic granolas and low-fat yogurts alongside fruit, juices and blends. They come with such names as "Rise & Berry," and "Bright Eyed & Blueberry."

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.

Cerna did not reveal ad spending numbers but said that the breakfast program represented a "significant investment" and would be the focus of the company's messaging for 2008.

Founded in 1991, Jamba Juice plans to open 140 locations in 2007, adding to its nationwide cache of about 660 stores. Jamba Juice has licensing agreements with retailers Whole Foods, Target, Safeway, Vons and Pavilions, and also operates stores on college campuses and in airport locations.

enewman@brandweek.com
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