Operations
Are smoothies finally growing up?
Smoothie brands are adding green veggies, herbs and spices to meet customers' maturing tastes.
July 15, 2021 by Cherryh Cansler — Editor, FastCasual.com
The word "smoothie" immediately takes me back to spending my allowance on Pina Coladas at the mall's Orange Julius, but just as I (eventually) traded my sky-high '90s mall bangs for a more mature hairstyle, some customers are ditching their favorite sweet-flavored smoothies for more sophisticated options.
"The public's taste buds have evolved," said Rocky Gettys, vice president of product development for Smoothie King. "What tasted good before now tastes too sweet to many people."
To satisfy their not-so-sweet tooth, some customers are embracing more unique combinations — basil and strawberries or mango and chipotle — according to Matt Dugan, corporate executive chef at Vitamix, a blender manufacturing company based in Olmsted Township, Ohio. "The American palette, especially among the younger audiences, is become more enterprising, curious, and open to new, unfamiliar flavors."
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| From left: Cherryh (Cluckey) Cansler and her sister, Christen (Cluckey) Everett, rock their killer '90s hairstyles on the first day of sixth and fifth grade, respectively. Photo provided by their mom. |
The unsweet smoothie trend is also showing up in customers choosing options with fewer grams of sugar — a fact that Los Angeles-based Robeks took into consideration when creating its latest two flavors — Almond Berry Surprise and Strawberry Avo Surprise. Both feature a proprietary monk fruit sweetener in place of sugar and a custom Keto enhancer to help with keeping a low net carb count, Mitch Baker, vice president of marketing at Robeks, said in a company press release.
"We wanted to offer our same high quality, great-tasting smoothies to our guests who prefer less sugar and ultimately lower carbs," he said. "These low-sugar smoothies stay true to our mission — they taste delicious and are making our guests happy."
As the smoothie market adjusts to the public's concerns around excessive sugar, Gettys expects to see sugary ingredients — sorbet, sherbet, honey, fructose, purees and syrups — playing a less prominent role in smoothies. Kale, spinach, carrots, however, are finally getting their day in the sun.
"The blending of tropical fruits with greens is a real winner in today's smoothie market," Gettys said. "You have to remember that while a smoothie must be healthy, it also needs to taste good. So, mixing the antioxidant richness of vegetables with the allure of tropical flavors is the sweet spot for smoothies right now."
Dugan agreed, saying that Vitamix was seeing interest in anything plant-based.
"It's not just vegans and vegetarians who are interested in plant-based nutrition," he said. "There is a broad-based awareness that vegetables, berries, seeds and whole grains play a very important role in our diet."
Herbs and spices can also help manage sugar content.
"When you blend ginger, cinnamon, cocoa, or other herbs and spices into a smoothie, you are adding not only healthful ingredients, but also flavor, and that means you can use less sugar to get a great tasting smoothie," Gettys said.
Growing up and across the world
The U.S. smoothie market continues to spread. Smoothie King, for example, opened 263 stores globally, growing to over 1,300 stores worldwide, and closed out the second half of the year with a 12.2% increase in comparable sales.
Tropical Smoothie Cafe also reported double-digit growth in 2020, and California-based Nekter Juice Bar also squeezed out plenty of profits. Sales were up by more than 50% versus 2020, while comparable-store sales grew by nearly 40% compared to 2020 and were up by nearly 8% over the first quarter of 2019.
"Innovating to stay best-in-class has always been our priority and always will be, and the numbers are proving it with record comp sales," Nekter CEO Steve Schulze said about the 100-unit chain's menu specializing in healthful options.
"We have never allowed added sugars, processed ingredients or anything of the sort, therefore, our innovation is always based on function and needs for the consumer," he said.
Sometimes more is more
While consumers desire less sweetness in their smoothies, some also want more purpose, according to Dugan and Gettys.
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| Smoothie King's Stretch & Flex Pineapple Kale smoothie features pineapple, organic kale, bananas, dates, coconut water, apple blueberry juice blend, Sunwarrior organic plant-based protein and joint health enhancer with collagen. Photo provided by Smoothie King. |
"People are not just seeking out healthy foods — they are looking for a combination of ingredients that will serve a tangible and specific purpose," Gettys said. "That places a particular onus on made-to-order smoothie chains to deliver a product that connects the dots."
Many smoothie restaurants are already leaning toward menu concepts that are based on purpose: smoothies for pre- or post-workout, for immune health, for joint health, for energy, for detoxification, for losing weight and staying fit, for staying calm or managing anxiety, for protein and muscle building, etc.
Smoothie King's Stretch & Flex, for example, is promoted by three-time gold medal gymnast Gabby Douglas and contains collagen, tart cherries and plant-based proteins. Another favorite — and a summertime limited-time offer — is Hydration Watermelon, which contains refreshing watermelon and an electrolyte blend that contains sodium, potassium and other electrolytes.
The move toward more purposeful smoothies will continue, Dugan said, noting that areas of consumer interest may include brain health and skin health, alongside seasonally relevant areas of interest, such as cold and flu in the winter, and energy and hydration in the summer.
Netker was way ahead of this trend, adding a limited-time Kombucha Smoothie — organic, vegan and gluten-free, with no added sugar or sweeteners — after the New Year in 2019. Schulze called it the "ultimate functional food that will help the entire body perform at its optimal best."
Still riding the functionality trend, Nekter debuted its PB Mocha Smoothie last month. The functional smoothie, made with cashew milk, cold brew coffee, vanilla protein, whey protein, cacao nibs, peanut butter, banana and agave has 40 grams of protein and is high in fiber, copper and iron with an abundance of macro and micronutrients, including vitamins C, B-3, B-6 and K plus calcium, phosphorous, magnesium, zinc and manganese.
"With the current trends falling into two categories — function (meaning protein) or adaptability which means using ingredients like monk fruit, or changing apples from red to green for lower-sugar content, it is imperative to understand the dynamics of your guests while exceeding their expectations," Schulze said.
It's still OK to treat yourself
While smoothies were designed as a healthy option, some customers will always prefer a sweeter flavor profile, which is why chocolate, peanut butter and frozen yogurt won't be banished. Certain fruits are also mainstays — strawberries, mango and banana — but other ingredients will emerge as people's tastes change over time and as science reveals the latest "healthier" food items.
"No smoothie operator wants to play nutrition police and force consumers into a rigid set of guidelines," Gettys said. "We're here to give people flexibility to choose what is right for them. That's why you are going to see more customizable options on smoothie menus, even as the menu overall becomes less sweet and more healthy."
About Cherryh Cansler
