Jamba Juice And Quaker Oats Begin Partnership

First you can sow your wild oats, then put them in your smoothie.

Now you’ll never have to choose between a smoothie and Oatmeal again, with a new pairing in the works.

Beginning at the end of July, Jamba Juice will begin a partnership with Quaker Oats, allowing customers to get an oatmeal boost in their smoothie for 25 cents, according to the Chicago Tribune. While it seems like an unlikely match, Jose Luis Prado, president of Quaker Foods North America, told the Tribune it was a match made in healthy food heaven."We found a high degree of coincidence when it comes to engaging with our consumer to promote healthy lifestyles," Prado said. "The question to some extent is why we haven’t done it earlier."

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The partnership reportedly will not stop with smoothie boosts; future plans may include baked goods, granola bars, and other treats for the juice giant. This could be a positive step for the oats company, who has been trying to shed its traditional image and expand into products other than simple oatmeal, according to the Tribune. "We’re contemporizing our portfolio and finding ways to integrate oats into new products," Prado told the paper. “Certainly we are working with ways to innovate in oatmeal territory…that’s where the journey starts.”