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Former Zuka and Jamba Juice Executive Launches Roxberry Juice, A New Smoothie and Juice Bar Concept in Utah; Brand Will Expand Nationally

Designed around a retro, soda shop-type interior with 30s and 40s bar stools and Roxberry branded art work, as well as T-shirts, hats and aprons worn by staff that have a distinctive "throwback" feel, Roxberry Juice opened its first store in the Hunter's Crossing Shopping Center inAmerican Fork, Utah in March. By the first quarter of 2009, Roxberry Juice will operate four more stores inUtah.

Davis said he believes Roxberry Juice will be successful because of the business decisions he has made about the quality and freshness of the ingredients -- using fresh squeezed orange juice in smoothies instead of bottled; 100% pure fruit juice without added sugar or preservatives, and his insistence on IQF or individually quick frozen fruit. "I've been in the smoothie business for nearly 15 years and am very familiar with what other brands are putting in their smoothies. I decided that our market position would be to produce the highest quality products with the best natural and freshest fruits, juices, yogurts and other ingredients as possible. We believe we have a product that's superior to other brands and in blind taste tests, have already confirmed that." Adding, that "there are a lot of juice bars trying to do what's right, but no one quite gets it."

Davis, who was a partner and executive with entrepreneur Dave Duffin -- creator of theUtah-based Zuka Juice and Rumbi Island Grill concepts -- said his vision for Roxberry Juice is to develop it into a national brand through company stores and franchising.

Roxberry Juice offers more than two dozen smoothie choices, some with healthy add-ons like protein and energy boosts, or 100% fruit and fruit juice. Unique to Roxberry Juice are "Roxi Rolls" -- a soft, sweet, pull-apart roll that Davis personally created and then worked with Stone Ground Bakery in Salt Lake to produce. Roxberry Juice also sells jams and jellies under their own label. For more information go online to http://www.roxberryjuice.com.

SOURCE Roxberry Juice