After closing almost half of its units since 2008, the Juice It Up! smoothie chain plans to start growing after re-inventing the brand with a focus on fresh juices.
In 2008, Irvine, Calif.-based Juice It Up! was one of the top smoothie brands out of California, behind Jamba Juice and Robeks, with 189 locations at that point. The recession, however, hit Juice It Up! hard, said Frank Easterbrook, chief executive of Balboa Brands Inc., the chain’s operating company.