Robeks takes on smoothie chains

With more people seeking healthier fast food options, a group of Connecticut smoothie stores plans to increase its advertising efforts ”“ starting in Fairfield County.

Eight Fairfield County Robeks franchises recently banded together to form an advertising “co-op” to expand their customer base and brand recognition.

Established in 1996, Robeks Corp. is a national fruit smoothie and healthy snack company with more than 100 locations nationwide. About 11 locations are in Connecticut.

“We know there is tremendous pent-up demand for the smoothies and fresh vegetable juices that Robeks has to offer,” said Katrina Bickford, Robeks regional director for Connecticut, in a written statement. “This co-op will allow us to reach more customers and let them know that they don”™t have to settle for unhealthy fast food, or the mediocre smoothies that have been concocted by fast food giants.”

Earlier this month, ads began running on Pandora radio, Cablevision and in local movie theaters. The group has also reserved several billboards along Route 1 in Fairfield County.

The group of franchises is the first within the national  chain to form its own advertising co-op. Bickford says it may become the national model for the company.