Juice It Up!
Corporate brand
UnclaimedAn American franchised chain specializing in raw juices, smoothies, fruit bowls, and health-oriented snacks.
Last updated August 25, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Juice It Up! is an American franchised juice, smoothie, and bowl-bar brand that originated in 1995 with the opening of its first location in Brea, California. The business began primarily as a juice and smoothie concept and later broadened its menu and operating model to include fresh-squeezed raw juices, handcrafted fruit and vegetable smoothies, acai and pitaya bowls, bottled cold-pressed juices, functional shots, and selected healthy snacks. The brand operates through a franchise-oriented network rather than a company-owned national retail system. According to the cited Wikipedia reference, it has approximately 130 locations either open or under development across California, Arizona, New Mexico, Oregon, Texas, and Nevada. Its geographic footprint is concentrated in the western and southwestern United States. The company is based in Newport Beach, California, after its headquarters were moved there following its 2018 acquisition. A significant stage in the brand’s development came during the tenure of Frank Easterbrook, who served as principal owner, president, and chief executive from 2001 through 2018. During this period, Juice It Up! expanded beyond its original smoothie-centered identity and invested in a broader raw-juice proposition. Beginning in August 2011, the company started retrofitting locations with Raw Juice Bars. The first such bar opened in January 2012, enabling stores to prepare additional juice blends positioned around fresh ingredients and functional attributes. The company subsequently became associated with having more Raw Juice Bars in Orange County than other comparable concepts, according to the reference material. Juice It Up! also moved into packaged beverages. In 2017 it introduced a cold-pressed bottled juice and shot range consisting of six juices and three shots. This broadened the brand from an in-store made-to-order beverage business into a concept with portable, ready-to-consume products, while retaining its emphasis on fruit, vegetables, and minimally processed beverage formats. In 2018, Chris Britt and Ed St. Geme acquired the company. The two entrepreneurs were already co-chief executives and owners of Mountain Mike’s Pizza, and they became the principal owners and co-chairmen associated with Juice It Up! franchises. They had met at Stanford University and moved the headquarters of their acquired franchise concepts to Newport Beach, reflecting both their ownership structure and their connection to the area. The reference material identifies Britt and St. Geme as the company’s principal owners and current co-CEOs. The brand’s positioning centers on convenient better-for-you food and beverage occasions. Its stores combine made-to-order preparation, fruit- and vegetable-based recipes, smoothie customization, bowls with fruit-based bases and toppings, and grab-and-go juice products. Juice It Up! therefore competes in the specialized juice and smoothie category while also overlapping with quick-service restaurants, snack concepts, and health-focused convenience retail. Its principal differentiation is the combination of a franchised store network with a menu spanning smoothies, raw juices, bowls, shots, and healthy snacks.
History
Juice It Up! began in 1995, when its first store opened in Brea, California. The concept was established as a juice and smoothie business, serving fruit-based beverages in a specialized health-oriented retail format. Rather than developing as a conventional full-service restaurant, it grew around quick preparation, portable drinks, and a menu associated with fresh produce. Frank Easterbrook became the company’s principal owner, president, and chief executive in 2001. He held those roles until 2018 and was also chief executive of Balboa Brands, Inc., the management service company connected with Juice It Up! During his tenure, the brand expanded its product scope. The company increasingly emphasized raw juices alongside smoothies, responding to growing consumer interest in juicing and fresh beverage preparation. In August 2011, Juice It Up! began retrofitting locations with Raw Juice Bars. These installations gave participating stores the ability to offer juice blends beyond the existing smoothie range, with the products presented as healthy and functional beverage choices. The first Raw Juice Bar opened in January 2012. The brand later became recognized in the reference material as having the largest number of Raw Juice Bars in Orange County, California. The company continued extending its beverage portfolio in 2017, when it launched a cold-pressed bottled juice and shot line. The initial range contained six bottled juices and three shots made with natural ingredients. This initiative added a packaged, grab-and-go dimension to the business and complemented the made-to-order products sold through its stores. A change in ownership occurred in 2018, when Chris Britt and Ed St. Geme acquired Juice It Up! Britt and St. Geme were co-chief executives and owners of Mountain Mike’s Pizza, another franchise concept. They had met at Stanford University and, after acquiring Mountain Mike’s in 2017 and Juice It Up! in 2018, moved the headquarters of the concepts to Newport Beach. They became the principal owners and co-chairmen associated with the Juice It Up! franchise organization, while also serving as co-CEOs. Under its current ownership, Juice It Up! remains a franchised chain operating primarily in the western and southwestern United States. The cited reference identifies approximately 130 locations open or under development in California, Arizona, New Mexico, Oregon, Texas, and Nevada. Its modern menu encompasses handcrafted fruit and vegetable smoothies, fresh-squeezed raw juices, acai and pitaya bowls, cold-pressed bottled juices and shots, and healthy snacks. The resulting concept combines a traditional juice-bar identity with bowl products, packaged beverages, and a broader quick-service franchise model.
- 2018
Ownership changes to Chris Britt and Ed St. Geme
[1]Britt and St. Geme acquire the company and move its headquarters to Newport Beach.
- 2017
Cold-pressed bottled juices and shots launch
[1]The company introduces six bottled juices and three shots made with natural ingredients.
- 2012
First Raw Juice Bar opens
[1]The first dedicated Raw Juice Bar opens, expanding the store format beyond smoothies.
- 2011
Raw Juice Bar retrofits begin
[1]Juice It Up! begins converting locations to support a wider raw-juice offering.
- 2001
Frank Easterbrook begins leadership tenure
[1]Frank Easterbrook becomes principal owner, president, and CEO, roles he holds through 2018.
- 1995
First Juice It Up! location opens
[1]The brand originates with the opening of its first location in Brea, California.
Products and positioning
A health-oriented franchised juice and smoothie chain combining made-to-order fruit and vegetable beverages, acai and pitaya bowls, cold-pressed juices, functional shots, and convenient snacks.
Juice
Fresh-squeezed raw juices
Fresh-squeezed raw juices are a central part of the brand’s expanded menu. Juice It Up! developed dedicated Raw Juice Bars within its stores to support additional juice blends beyond its original smoothie range. The offering is positioned around fruit and vegetable ingredients and fresh preparation.
Smoothie · 1995
Handcrafted fruit and vegetable smoothies
Smoothies form part of the company’s original product identity. The chain prepares fruit- and vegetable-based blended beverages in its stores, offering a made-to-order alternative to packaged drinks and helping define its quick-service juice-bar format.
Fruit bowl
Acai and pitaya bowls
Acai and pitaya bowls extend Juice It Up!’s menu from drinks into spoonable fruit-based meals and snacks. They complement smoothies and juices while reinforcing the brand’s focus on fruit-forward, health-oriented quick-service products.
Packaged beverage · 2017
Cold-pressed bottled juices and shots
Introduced in 2017, this packaged line initially included six cold-pressed bottled juices and three shots. It gave customers a portable, ready-to-consume option and broadened the brand’s reach beyond beverages prepared at the counter.
Snack
Healthy snacks
Healthy snacks round out the beverage and bowl menu. The available reference identifies this category but does not provide a complete item list or detailed nutritional specifications.
Brand decisions
2018
Acquire Juice It Up! and relocate headquartersM&ABackground
Chris Britt and Ed St. Geme expanded their franchise holdings after acquiring Mountain Mike’s Pizza in 2017.
Action taken
Britt and St. Geme acquired Juice It Up!, became its principal owners and co-chairmen, and moved the headquarters of their franchise concepts to Newport Beach.
Aftermath
Juice It Up! continued operating as a franchised western and southwestern U.S. chain under the new ownership.
2017
Launch a cold-pressed bottled juice and shot lineProduct launchBackground
Juice It Up! sought to extend its fresh-juice proposition into portable packaged beverages.
Action taken
The company introduced six bottled cold-pressed juices and three shots made with natural ingredients.
Aftermath
The launch added a grab-and-go product dimension to the chain’s store-based smoothie, juice, and bowl business.
2011
Expand stores with Raw Juice BarsStrategyBackground
The company sought to expand beyond its established smoothie offer and respond to increasing interest in fresh juicing.
Action taken
Beginning in August, Juice It Up! started retrofitting locations with Raw Juice Bars capable of supporting additional raw-juice blends.
Aftermath
The first Raw Juice Bar opened in January 2012, and the brand subsequently became associated with a large Raw Juice Bar presence in Orange County.
Recent events
Reported
Juice It Up! adds order-ahead functionality to its mobile app[3]
Juice It Up! announced an updated mobile app with an order-ahead function, available systemwide at more than 80 locations in California, New Mexico, Oregon, and Texas.
Reported
Juice It Up! announces a new açaí bowl[4]
Juice It Up! announced a new açaí bowl featuring strawberries, banana, and passion fruit, planned to be available during April 2020.
Sources4 sources
Cite this profile: Cite the canonical profile. /brand-wiki/juice-it-up · Editorial policy · How profiles are compiled