Hoping to spark later-daypart sales, the Jamba Juice smoothie chain on Wednesday began testing a new line of frozen yogurt at 22 locations in northern California.
Dubbed Whirl’ns Frozen Yogurt, the line includes eight flavors that can be custom blended to order with fresh fruit and garnished with various toppings.
If rolled out nationally among the Emeryville, Calif.-based chain’s 742 stores, the menu addition could position Jamba squarely in front of the rapidly growing premium frozen yogurt category against competitors such as Pinkberry, Red Mango and Yogurtland — each of which have surpassed or are near 100 domestic stores this year — and the nearly 450-unit TCBY chain.
Jamba’s Whirl’ns yogurt is similar in style to the custom-blended offerings of Yogen Früz, the Ontario, Canada-based yogurt chain launched in 1986 by brothers Michael and Aaron Serruya. With more than 1,200 units worldwide, according to its website, Yogen Früz is a relative newcomer to the United States. The company opened its first unit in Chicago in 2008.
The Serruya family last year made a $15.45 million investment in Jamba Juice parent Jamba Inc.
The Serruyas also own the Swenson’s, Golden Swirl, Bresler’s, Ice Cream Churn and I Can’t Believe It’s Yogurt franchise brands.
Susan Shields, Jamba’s chief marketing officer, said the yogurt base used for Whirl’ns is not the same as that used by Yogen Früz or related brands, though it is similar in its healthful profile.
She said Jamba leveraged the Yogen Früz team’s knowledge of the frozen yogurt segment as “mentors,” but Jamba’s product and equipment are proprietary.
“We have certainly seen the growth of the premium segment in frozen yogurt,” Shields said. “So we said how can Jamba do it in a Jamba way that’s not ‘me too?’”
The addition of frozen yogurt is not a surprise, given that Red Mango, Pinkberry, Yogen Früz and TCBY all also offer smoothies. The move is part of Jamba Juice’s ongoing plan to refashion the smoothie chain as a broader “healthy, active lifestyle brand.” Over the past two years, the chain has been building its food options with the addition of steel-cut oatmeal, sandwiches, salads and pizza-like flatbreads.
Shields said the main goal of adding the frozen yogurt is to build late afternoon and evening sales.
“That’s when we’re seeing the other folks in premium frozen yogurt benefiting, and that’s the daypart we want to be growing,” Shields said.
Like the chain’s smoothies, Whirl’ns will be positioned as a “simple and pure, better-for-you treat,” she said.
Flavors will include the base of traditional plain tart, low-fat chocolate or vanilla, and fruit or non-fruit-flavored yogurt, which is blended with whole fruit.
For example, customers might choose “Banana Berry” flavor, which includes non-fat tart yogurt blended to order with berries and bananas. Or “Jazzy Chocolate Java” is made with low-fat chocolate yogurt blended with coffee.
The yogurt and fruit are blended in special mixing equipment that results in a swirlable soft-serve product and can be rinsed between orders.
Topping options include sliced almonds, dark chocolate confetti, shredded coconut, brown-sugar crumble, fresh bananas, granola or glazed pecans.
Shields said recommended pricing is generally about $3.50 for a six-ounce small, including one topping, and $5.25 for a 10-ounce large with one topping. Additional toppings cost extra.
She said initial operational tests of the customized system resulted in even quicker service times than making smoothies.
Because of the equipment outlay necessary, Shields said the frozen yogurt addition will be tested first in corporate stores. Additional markets will launch the yogurt in 2011, though she said the number and timing was not yet known.
An integrated marketing plan to support the frozen yogurt menu options will begin in January.
Restaurant analyst Conrad Lyon of B. Riley in Los Angeles said he liked the frozen yogurt addition “as an added piece to the equation.
“If it were a stand-alone item, I’d be nervous because it’s such a competitive space,” Lyon said. “If they were only focused on frozen yogurt, they’d be more susceptible to the faddishness of it.”
If the move adds later-daypart traffic, however, Lyons said the additional sales could justify the cost of the machinery. “Anything that can get more sales across all dayparts is great, and it will expose consumers to more than just smoothies.”
Contact Lisa Jennings at [email protected].
