Jamba Juice aims to compete with McDonald's upcoming smoothie line by focusing on the brand strengths that hit home with its core customers, says the company's marketing chief. A menu of fresh, healthy ingredients and a commitment to community involvement are attributes that attract Jamba's active, health-conscious customers, said CMO Susan Shields. The company also has debuted some consumer-packaged goods and a catering service as it seeks to separate itself from the pack.

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