WHOLE FOODS SQUEEZING JUICE-BAR TEST INTO FOUR UNITS

JACK ROBERTIELLO

AUSTIN, Texas -- Whole Foods Market here will shortly roll out the first of a four-store test of in-store juice and smoothie bars designed by Jamba Juice Co.

"We have four stores that we'll test the Jamba Juice program in, and assuming the tests work well, then we'll probably roll the program out into the rest of the country," said John Mackey, chief executive officer of Whole Foods Market, in a conference call with analysts.

The first in-store juice bar opened in the Whole Foods in west Los Angeles during the week of Nov. 10. Three other Jamba Juice bars are planned for stores in San Francisco; Boulder, Colo.; and Tempe, Ariz., in early 1998.

Whole Foods has licensed the San Francisco-based Jamba Juice trademarks for use on in-store signage, menus, advertising and promotional material and packaging featuring Jamba Juice's made-to-order smoothie drinks. Jamba Juice is also providing Whole Foods with design assistance and training.

The two companies also announced plans to enter a long-term licensing agreement that will include additional in-store juice bars within the next year.

The companies are also linked by the recent addition of Whole Foods' Market CEO Mackey to the Jamba Juice board of directors.

Jamba Juice shops sell blended-to-order smoothies, fresh-squeezed fruit and vegetable juices and snacks. The company currently operates 55 stand-alone juice and smoothie bars in California.

Whole Foods operates the country's largest chain of natural- and organic-food supermarkets.