Can Wraps and Flatbread Sandwiches Save Jamba Juice?

A previously announced initiative to add food to Jamba Juice stores is now no longer such a mystery. The Emeryville, Calif.-based company is adding sandwiches and wraps in addition to oatmeal, currently its sole solid-food item.

The launch starts next week in 222 California locations and should hit all 732 units across the country by the end of the year. Promotion for the endeavor is supplied by a marketing campaign called Summer Bliss Is Back. (Pics of the food aren't up there yet.)
Jamba's financial situation surely needs a solid kick in the right direction. Sales at stores open at least a year sank 13.8 percent during its first quarter, when it also posted a $10.2 million net loss.

The industry will see if those numbers can turn around with the addition of wraps with names like Greek Goodness and Chimichurri Chicken and "California Flatbread" sandwiches called Tomo Artichoko and MediterraneYUM. Heavy marketing is likely key, so that the consumer knows those lunch options in the first place.

The move comes as Jamba takes on other initiatives, such as partnering with ice cream and toy companies. We'll see if that strategy coupled with the addition of food can improve the crucial issue of sales improvement. As one analyst put it, "we view Jamba to be made or broken on a meaningful same-store sales recovery."