In the suddenly crowded field vying for the breakfast market, smoothie pourer Jamba Juice is getting up early to stake its claim. Jamba (Nasdaq: JMBA) is starting to test a new breakfast line of blended beverages and snacks in New York City and Los Angeles. If successful, the rest of the 640-unit chain will start rising when the rooster crows.
New juice blends, yogurt blends, and granola-topped dairy drinks will aim to hook hungry morning commuters. Not everything on the regular Jamba menu is wholesomely good for you, but the chain certainly offers healthier alternatives than the fried fare at fast-food joints or doughnut shops like Krispy Kreme (NYSE: KKD). The key is in convincing consumers that paying for a lighter breakfast is worth it.