Operations
Nathan Louer, chief brand officer of Jamba, reveals the brand’s ‘snackification’ strategy.
Photo: Jamba
July 1, 2025 by Cherryh Cansler — Editor, FastCasual.com
As the lines between meals and snacks continue to blur, Jamba is leaning into the “snackification” trend, observing a significant shift in consumer eating habits. With 17% of U.S. adults now replacing meals with snacksin 2024, a 3% increase from the prior year, the demand for flexible, on-the-go options is undeniable, according to Nathan Louer, chief brand officer of Jamba, owned by GoTo Foods.
“We began seeing the ‘snackification’ trend rapidly accelerate over the past couple of years, especially as guests looked for more on-the-go options that meet their evolving daily routines,” he told FastCasual in an email interview.
The global snacking industry will surpass $1 trillion by 2029, according to IGD’s Global Convenience Trends, which also revealed 60% of consumers were splitting meals into several small snacks. And it’s even higher — 74% — for millennials and Gen Zers.
To meet these needs, Jamba is not only making menu changes, but is also modernizing stores, adding self-order kiosks, and leaning into omnichannel convenience. Louer offers up the details.
Q. How is Jamba embracing this trend?
Louer. Rather than chasing this with blanket discounts, we focused on creating snackable moments that deliver real value and drive frequency. From refreshing smoothies and nutrient-packed açaà bowls to our new Over Ice beverages and thoughtfully paired combos like bowls with bites, we’ve built a variety of offerings that meet different needs and price points throughout the day. It’s about giving guests options that are convenient, satisfying and feel like a great value, all without compromising the quality they expect from Jamba. In short, we’re helping guests turn snack time into mealtime, meeting them where they are, with food that feels good and fits life.
Q. What age groups are driving the trend?
Louer. While everyone snacks, we’re seeing the strongest momentum from younger consumers, especially Gen Z. They’re looking for food that’s functional, flexible and fits their packed schedules. But it’s also more than that; for this group, food is culture. It’s expression, connection, identity.
To meet them where they are, we’ve modernized stores, introduced self-order kiosks, and leaned into omnichannel convenience. But we’re not just chasing youth — we’re building sustainable relationships with the next generation by offering speed, customization, and digital ease that keeps them coming back.
Q. At what hours of the day are you selling the most “snack” items?
Louer. The versatility of our menu drives snacking across every daypart. Whether it’s a smoothie between meetings, an açaà bowl as a light lunch, or an over ice beverage for a pick-me-up, our guests are using our menu to meet all kinds of needs.
We’re also seeing a rise in “little treat” moments — those spontaneous, self-rewarding stops that younger guests, in particular, are embracing. While we’re focused on shifting perception from a ‘nice-to-have treat’ to a ‘viable meal replacement,’ both can be true. Jamba’s strength lies in offering food that’s functional and fueling, yet still fun and craveable. Our menu and store experience make it easy to pop in, order fast and enjoy something that feels worth it, whether it’s a smart snack or a satisfying meal.
Q. You recently added “Over Icebeverages’ for $4.99. Are they smaller sizes than standard?
Louer.No, all beverages at Jamba, including our new Over Ice offerings, come in our standard sizes: small (16 oz), medium (22 oz) and large (28 oz). While pricing may vary by location, the small Over Ice beverage offers a compelling value that makes it easier for guests to try something new without compromising on portion size.
These offerings serve as an approachable entry point into the brand and sit alongside our more premium smoothies and bowls. This kind of menu and pricing diversification is intentional. It helps drive frequency and supports sustained brand relevance.
We also leverage value-forward marketing moments throughout the year to reward our loyalty members and introduce new offerings. Whether it’s a seasonal launch or a brand-driven activation, we aim to meet guests with experiences that feel purposeful and exciting.
Our goal is to provide consistent everyday value that helps guests find feel-good moments in their day while making Jamba a regular part of their routine.
Q. Are you looking to add more smaller portioned/less expensive items geared toward the snacking trend?
Louer. We see snacking as a long-term growth lever, not a passing trend. You’ll continue to see us expand that part of the menu with new items, strategic pairings and seasonal innovations that deliver both flexibility and frequency.
At the same time, we’re leaning into the reality that many guests are turning to snacks as meal replacements. Our approach is to meet that need with offerings that are satisfying and purposeful while still delivering the convenience and value guests expect.
But it’s not just about what’s on the menu. Across the GoTo Foods platform, we’re leveraging supply chain scale and smarter ingredient sourcing to create room for innovation without sacrificing quality. That gives us the ability to stay nimble and keep delivering meaningful value to both our franchisees and our guests.
Q. What does snacking success look like to the brand? At what number of items per day or what percentage of sales coming from the “snack” means you’ve conquered the trend?
Louer. Of course, we are looking at sales and traffic, but we’re also watching relevance. Are we showing up in guests’ daily routines? Are we earning that mid-morning visit, that afternoon treat?
If we’re seeing stronger loyalty, more frequent visits and deeper engagement, we know we’re delivering. Our goal isn’t just to sell more small items; it’s to become a go-to destination for anyone looking to fuel their day with something craveable, quick, and high-quality.
Q. What specific types of flavors or foods do your customers want as snacks?
Louer. Guests are gravitating toward bright, energizing options with functional benefits. Citrus, tropical fruit and bold refreshing flavors continue to trend. Our Over Ice beverages and seasonal smoothies are crafted around that demand, offering light and satisfying choices that align with how people want to eat and drink today.
In June, for example, we launched a limited-time watermelon lineup featuring a smoothie, a bowl and an Over Ice beverage. It is timed to capture summer excitement and infuse fresh news into our core menu platforms. This is part of our broader LTO strategy, which keeps the menu dynamic and drives return visits by offering new ways to experience our signature products.
We’re also seeing growing interest in snacks that double as meals like protein-packed smoothies and nutrient-rich açaà bowls. They offer convenience, flavor and substance — the kind of smart flexible options that fit into guests’ lives without slowing them down.
About Cherryh Cansler
