Jamba is rolling out a new beverage customization platform at its more than 750 locations across 36 U.S. states, giving guests the option to top any of its four handcrafted Over Ice drinks — and now Blended Coffee — with Cloud Whip or Protein Cloud Whip beginning this month.
The add-on is priced at $0.50 for standard Cloud Whip and $1.00 for the Protein Cloud Whip variant, which delivers an additional 10 grams of protein per serving. Pricing varies by location.
The Platform Play
The Cloud Whip launch is more than a single LTO — it signals a deliberate push to build a modular customization architecture around Jamba's dispensed beverage portfolio. The chain is simultaneously debuting a Cloud Whip-Topped Blended Coffee SKU, extending the platform beyond its fruit-forward smoothie base into the coffee daypart. That crossover matters: blended coffee has become a meaningful traffic driver at smoothie-and-juice concepts competing for the afternoon pickup occasion increasingly contested by QSR and c-store dispensed beverage programs.
Kate Morgan, Vice President of Marketing at Jamba, framed the launch around the protein-forward consumption trend that has reshaped beverage menus across foodservice channels. "As consumers embrace customizable, protein-forward beverages, they're looking for drinks that do more — delivering great taste while supporting their goals," Morgan said. The Protein Cloud Whip add-on is a direct answer to that brief, layering functional positioning onto what is otherwise a premium texture upgrade.
Channel Context
The protein-in-beverages trend has been one of the more durable menu movements of the past two years, showing up across QSR shakes, c-store dispensed cold brew, and grocery RTD sets alike. For a 750-location franchise system like Jamba — operating in mall food courts, strip centers, and non-traditional venues — the ability to offer a $1.00 protein upgrade is a relatively low-friction average-check builder that doesn't require back-of-house equipment investment from franchisees.
Customization has also emerged as a loyalty-program accelerator. Chains that allow guests to save and reorder personalized builds tend to see higher app engagement and repeat visit frequency. Jamba's rewards program, available through the Jamba app, is a natural vehicle for surfacing Cloud Whip combinations as saved favorites — a tactic that peer beverage concepts have used effectively to drive incremental ticket size among loyalty members.
For c-store operators watching the competitive dispensed beverage landscape, Jamba's move underscores the pressure to match the customization depth that specialty beverage chains now deliver as table stakes. Consumers who build their own drinks at Jamba or Dutch Bros arrive at the forecourt forecourt with elevated expectations for variety and personalization that most roller-grill-era fountain programs weren't designed to meet.
Cloud Whip is available now at participating Jamba locations nationwide. Operators and buyers tracking functional beverage innovation can find additional coverage in our foodservice and beverage category and our product launches and innovation section.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
