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The Evolution of the Smoothie King Brand

Author: Smoothie King on: Jul 24, 2019

Smoothie King 1.0

1973 – 2013

Smoothie King Founder Steve Kuhnau began experimenting with mixing real fruit, nutrients and proteins in a blender at home. He introduced nutritious, fresh-blended smoothies to consumers.

His vision was for Smoothie King to become a nutritional lifestyle center. Our stores featured not only purposeful, custom-blended smoothies, but also other retail products, including:

  • Sport beverages
  • Energy bars
  • Healthy snacks
  • Vitamin supplements, herbs and minerals
  • And other sports nutrition products

Smoothie King 2.0

2013 – 2017

During this time, we went through a significant re-branding phase. In July 2013, we introduced a new logo to dynamically represent our new brand mission statement.

The 'crown' symbol was redesigned to pay homage to our history as the originator of the fresh-blended, nutritional smoothie. It also represents people holding hands, which symbolizes healthy and active communities.

The brand update also resulted in a sophisticated and guest-friendly design of our stores. We experienced tremendous growth, rocketing past 900 stores.

Smoothie King 3.0

2018 – Today

We relocated our headquarters from New Orleans to Dallas, helping to expand the talent pool and attract people who genuinely believe in our brand vision.

Our Clean Blends initiative continues to emphasize our mission to inspire people to live a healthy and active lifestyle. The initiative focuses on adding more whole fruits and vegetables to our great-tasting smoothies, while removing artificial flavors, artificial colors and preservatives, and added sugars from many of our blends.

We’ve forged and solidified partnerships with like-minded organizations, like the Challenged Athletes Foundation, helping us become an integral part of every health and fitness journey regardless of the obstacles that might stand in their way.


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