Landmark Group is bringing in a new brand to the GCC that they hope will satisfy foodlies and health freeks alike. Jamba Juice, imported by the Group's F&B division Foodmarks, deputed their first UAE outlet in Abu Dhabi's YAS Mall. According to Shobhit Tandon, Business Head at Landmark Group, they will be satisfying the existing healthy indulgence market niche while simultaneously onboarding new health concious customers who aren't already familiar with the Global Brand. "Foodmark which is our food and beverage division in Landmark Group has entered into a master franchise development agreement in January 2014 to develop Jamba Juice across the Middle East. We plan to open a minimum of 80 Jamba Juice stores across GCC over the next ten years" explains Tandon.
What’s your take on the ‘healthy’ F&B market in the UAE?
In UAE the consumers are broadly divided in 2 groups, one is the “Emerging Health Conscious”, people who want to change their lifestyle by adopting healthy habits in food and daily routine and other is “Progressive Health Conscious”, people who work out and eat healthy food routinely. We feel that this category will only become larger and stronger as we progress.
While maintaining healthy lifestyle is desirable but there are limitations to maintain it, Health & Wellness in the context of Beverages & Foods is very fragile in terms of sustenance and resolve. It's not that people don't want to have healthy food and drinks. But there is a common perception (and to a large extent, reality too) which plays the biggest hurdle - that they will have to compromise on taste. In short, people usually sacrifice health for taste when they feel like indulging, and vice-versa when they feel guilty of the indulgence.
Therefore is a very evident need gap of the Millennials that Jamba pitch in to fulfill. Jamba Juice gives its consumers the guilty pleasures of indulgence but at the same time is guilt-free. Not just guilt-free indulgence but “Healthy indulgence”.
How does Jamba Juice fit into the UAE market?
Jamba Juice is the number one smoothie brand is the United States. With over 850 store locations globally across the USA, South Korea, Philippines, Mexico, Canada and now UAE, Jamba Juice is committed to spreading health and wellness across the world through delicious and nutritious beverages and food.
Healthy living has become an important part of people’s lives and Jamba Juice provides healthy and nutritional food with a quality, price and convenience that hasn’t previously been available in the UAE market. At the core Jamba Juice is a provider of health and wellness in the context of "beverages" & foods - a context that has a direct impact on vitality and healthy living.
Jamba Juice follows the principal of being global but thinking local, and in the UAE will provide new flavors to appeal to the unique taste profile of the region; including special date flavored smoothies and juices, as well as healthy wraps based upon favorite regional flavors.
With Jamba we’re bringing the world’s best smoothies to the Middle East and we believe all our customers will have a fruitful day.