It’s no secret that Americans love to snack, but post-pandemic, snacking has seen a growth spurt. Chains that offer smoothies, pumped-up beverages and grab-and-go treats are on the receiving end of this surge.
According to a recent survey by GlobalData, a data and analytics company, 43% of consumers admit to snacking daily or several times a week. Gen Z counts the most snackers among its ranks, with 26% saying they eat out more frequently. Many snack-centric concepts are marketing directly to this group to drive traffic.
During a “Cracking the Gen Z Code” panel at the National Restaurant Show in May, Marianne Radley, CMO of Smoothie King (No. 77 in the Top 500), said that the chain is under a brand transformation “and is intent on building the Gen Z audience. Gen Z seeks authenticity and clean, gluten-free ingredients.” They’re also into sports and fitness and are looking for portable, high-protein snacks and meal replacements, she added.
Smoothie King’s Dude Perfect Smoothie presses all the buttons—plus it’s branded with the name of a wildly popular YouTube entertainment group. The smoothie is a combo of pineapple, banana, kiwi-apple juice blend, frozen yogurt, protein blend and blue spirulina that delivers 14 grams of protein along with antioxidants and omega-3 fatty acids. This and other high-protein smoothies are marketed as “road trip-ready” smoothies to take in the car as a meal replacement or pick-me-up between lunch and dinner.
Jamba (No. 104 in the Top 500 ranking) is also capitalizing on the snacking trend. “COVID had a big impact on how people eat,” said Nathan Louer, chief brand officer of Jamba. “There’s more fluidity and flexibility, and that has staying power.”
Jamba is evolving its menu away from its current mix of 80% beverages to building smoothies and bowls “as a filling and satisfying snack or meal replacement,” said Louer. “Compared to lunch at a quick-service restaurant, they also offer a gentler price point, and the consumer sees value in that.”
Core menu development is focused on smoothie bowls, designed to meet consumer demand for any daypart, including snacking. New premium additions include Acai Peanut Butter + Chocolate Hazelnut, Acai Tropical and Tropical Waffle bowls. All pack protein, fruit and/or fiber into a convenient container.
Jamba's smoothie bowls can serve as a meal replacement or snack. | Photo courtesy of Jamba.
Jamba is also adding readymade items to bundle with a smoothie as a meal replacement or to take as a standalone snack. “We’re working on commercializing house-made yogurt parfaits and overnight oats to merchandise in the grab-and-go sections of our locations,” said Louer.
Limited-time offers are an opportunity for flavor innovation, and those are taking place mostly in Jamba’s beverage space, he said. The chain’s new Watermelon Tajin enhances its classic Watermelon Breeze with a branded mild hot sauce—a flavor profile favored by Gen Z and younger consumers. “Grab-and-go, speed of service and iced beverages are all geared to Gen Z, but we don’t lose sight of existing customers by offering classics, too,” said Louer.
Beverages as snacks or “drinks as treat” are a growing category, said Kristen Hartman, specialty category president of GoTo Foods, the platform company that operates Jamba. Smoothie chains are competing with coffee and boba tea concepts to get that share of stomach.
Some of the beverages blur the lines, like Jamba’s coffee smoothies, coming this fall. “It’s a blended beverage that’s more like a Frappuccino,” said Louer. And coffee chains, including Dutch Bros and Caribou Coffee, are expanding their selections to be more “snackable.” Caribou recently introduced two permanent iced beverage lines to serve as afternoon pick-me-ups—Fruit Shakers and Energy Drinks.
“We've noticed the rise of ‘little treat culture’ on social media,” said Carrie Sazama, director, product innovation, Caribou Coffee. “Millennials and Gen Zers often visit for a beverage as part of their self-care and escapism routines.”
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