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Jamba Juice launches steel-cut organic oatmeal system wide.
Profile
Jamba Juice, the established smoothie leader, sought to broaden its
reach at breakfast by expanding its menu to offer a more complete meal
option. Jamba executives turned to The Culinary Edge to support its
product strategy and development.
Challenge
Create, a hot oatmeal platform that fits the Jamba Juice brand and
support the entire process from from concept, through sourcing and
operationalizing to system-wide launch. One key caveat was that until
then Jamba staff were not making any food products in house and the
operations should be easy to integrate into a system set up for
beverages only.
Solution
The Culinary Edge created an oatmeal offering with real fruit
integrated into organic steel-cut oatmeal. The slow cooked oatmeal
provides a more wholesome, higher quality experience as well as a
superior nutritional profile. The product has a clear set of points of
difference in a competitive marketplace.
Results
Jamba's nationwide launch was hailed with positive reviews from press
and the consumers and the differentiated profile has allowed it to
out-perform most of its larger, more established breakfast
competitors.
