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The Area's New Main Squeeze

CANDACE C. MUNDY/TAMPA TRIBUNE PHOTO

Customer Lisa Vivero enjoys a smoothie at Jamba Juice, a new business at 12813 N. Dale Mabry Hwy., which specializes in smoothies and healthy snacks.

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By SEAN C. LEDIG, The Tampa Tribune

Published: September 5, 2007

CARROLLWOOD - At one time, a liquid lunch referred to hitting the bar and tossing back a few brews on your break.

But thanks to the new Jamba Juice in the Mission Bell Shopping Center, liquid lunch takes on a whole new meaning.

'It's a lunch I can take in my car,' said Carrollwood resident Lisa Vivero. 'And as hot as it's been lately, it feels good to have a drink for lunch.'

A fitness enthusiast, Vivero said she's partial to the Jamba Light or the Acai Super-Antioxidant.

'I believe in their nutritional value,' she said.

The Jamba Juice smoothie and fruit juice chain opened a Carrollwood location in July. Restaurant manager Holly Bicknell said the store has been well received, and she enjoys being a part of it.

'It's really an energetic, vibrant environment,' she said. 'It's just a lively place to be.'

Jamba Juice offers a range of smoothies and drinks with healthy-sounding names such as 'Heart Defender,' 'Green Caffeine' and 'Fit 'n Fruitful.' They also offer healthy snacks, such as protein bars. There are even some pastries, such as the 'Blueberry Cinnamon Swirl,' or the 'Apple Cinnamon Pretzel.'

Fresh ingredients, such as lemons, carrots and other fruits and vegetables, are visible behind the counter. One of Bicknell's favorite items, wheatgrass, also can be seen sprouting up from a tray behind the cash register.

'Wheatgrass releases toxins and keeps the skin clear,' Bicknell said, running through a list of wheatgrass' benefits.

Concerns about his health led Bruce Gall to Jamba Juice three to five times a week during his lunch breaks from Lowe's.

'I'm a stroke patient, so I get the Heart Defender,' Gall said. 'It's just healthier for me instead of eating a big lunch. And I feel more energetic all day.'

Other items promoting healthy eating and living can be found at the store, including juicers and blenders. There also are books for sale, including: 'YOU: The Owner's Manual,' and 'YOU: On A Diet,' both by Michael F. Roizen and Mehmet Oz. Several books tout juices and offer recipes for healthy drinks, such as 'Easy Juicing' by Nicola Graines, and 'Forever Young Fitness Drinks,' by Ulrich Strunz.

Bicknell said she's not concerned that customers will learn to make smoothies from the books and not come back to the store. If anything, she said such books help the customer to appreciate their products all the more.

'I guess it's more about educating customers on the benefits of healthy foods,' Bicknell said.

AT A GLANCE

WHAT: Jamba Juice

WHERE: 12813 N. Dale Mabry Highway

HOURS: 6 a.m. to 9 p.m. Monday through Thursday; 6 a.m. to 10 p.m. Friday; 7 a.m. to 10 p.m. Saturday; 7 a.m. to 9 p.m. Sunday

INFORMATION: Call (813) 962-0846 or go to www.jamba juice.com

Reporter Sean C. Ledig can be reached at (813) 865-1507 or sledig@tampatrib.com

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