Rebranding takeaways from Jamba’s name change

To align with modern health trends, the California-based chain is modifying its product line—and has squeezed the word “juice” out of its moniker.

After nearly thirty years of being known for their delicious, yet sugary juices, Jamba’s name change is the first step in revamping the company to align with modern day health trends.

In a commitment to revive the brand, Jamba’s new name and logo will also be accompanied with the revised tagline ‘Smoothies, Juices and Bowls’. These major changes occurred nearly a year after Jamba Juice was purchased by Atlanta-based Focus Brands Inc.

When asked about the company’s decision, Jamba’s President Geoff Henry responded, “The idea was around healthy living starts locally, so we’re taking that same ideology and methodology into the brand today.”

In the decades since the brand’s initial launch in 1990, juice has earned a less than desirable reputation. As consumers become more focused on watching their calorie and sugar intake, sugar-filled juice products are no longer flying off the shelves.