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Jamba Juice steps up breakfast push

Jamba Juice is hoping to awaken morning daypart sales with hot coffee and a new “Better Start. Better Day” campaign designed to call out different breakfast suggestions.

In addition to the organic coffee brewed by the cup, Jamba will introduce Coffee Hot Blends, which can include nutrient boosts if customers so desire.

The “Better Start. Better Day” platform will promote three Jamba Juice combinations: Hearty Start, Power Start and Balanced Start.

Hearty Start meals include Jamba’s hot oatmeal and fresh juice or a hot coffee, while the Power Start options suggest one of Jamba’s “Blended with a Purpose” smoothies, with boosters premixed, such as Protein Berry Workout, Strawberry Energizer, The Coldbuster and Acai Super Antioxidant.

For Balanced Start offerings, Jamba suggests one of its Ideal Meals smoothies, made with either soymilk or yogurt and topped with whole fruit, organic granola and fresh bananas.

“Not unlike our legendary smoothies, which can be custom-blended to meet customer desires, we now serve organic hot coffee freshly made upon order or blended with a boost,” said James White, Jamba’s chairman, president and chief executive.

Competition at breakfast is intensifying as the industry’s largest players continue to take aim at McDonald’s and Starbucks’ hold on morning market share. Burger King on Tuesday said it was rolling out such new breakfast items as blueberry biscuits and pancake platters for its breakfast menu. Late last week Wendy’s brought its test of breakfast items to 10 restaurants in its home market of Columbus, Ohio. The chain, which has made several forays into breakfast over the years, has been testing the current menu in Pittsburgh, Phoenix, and Kansas City, Mo.

Jamba Juice’s “Better Start. Better Day” campaign includes several other promotional aspects to engage customers. Beginning Sept. 8, the chain will offer its hot oatmeal for $1 with the purchase of any beverage. Jamba also will share early morning tips for better living from celebrity fitness trainer Valerie Waters on its Facebook and Twitter pages.

Emeryville, Calif.-based Jamba Juice operates 432 smoothie outlets and franchises another 311 stores.

Contact Mark Brandau at [email protected].

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