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Island Grill introduces a real 'Boostaah'

Published:Friday | June 3, 2016 | 6:00 AMDaviot Kelly
A promotional poster of the new Veggie Boostah.
A cup of the Veggie Boostaah green juice.
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Fast food chain Island Grill has been receiving a 'boost' from its newest product, the Veggie Boostaah.

The four-greens health juice has been doing very well since its introduction some two weeks ago. Marianna Farag, brand manager at Island Grill, said the juice sold out in the first two days but is now available at all 17 restaurants. She said the idea came from teamwork.

"We also feel that this is Jamaica's idea as there is clearly a need for healthier products," she said.

"We are in the business of listening to our customers, so any idea is always because of customer feedback, trends, lifestyle changes."

Farag noted that in recent research conducted by Island Grill islandwide, results illustrated that more than 70 per cent of the population consume fast food, sometimes up to 13 times a week.

"While it's okay to indulge every now and then, we also want to be sure there are easy-to-access, affordable, quality healthy options," Farag said. "I believe customers are looking for great tasting, healthy convenience, and our super-greens juice provides just that. Clearly there is a shift towards wellness and healthier living with green juice having a moment in the last few years. Given the success of the Veggie Boostaah in the short time it has been on the market, we feel that it will be having a moment in Jamaica as well."

The Veggie Boostaah contains pak choi, stringbeans, cucumber, pineapple, callaloo, and ginger and is packed with vitamins and antioxidants. The 16-ounce cup sells for $275.

 

Recipe tests

 

"We tested recipes with staff and customers. Feedback is critical for us," she said. "It was equally important that the product had no added sugar, no artificial flavours or colours, and that most ingredients are sourced locally."

Farag noted that the drink is deliberately not served with ice.

"Little details like serving chilled without ice makes a difference as well. We want customers to enjoy a 100 per cent super-greens juice, not a watered down one," she said. "As a Jamaican brand, we will always want to support Jamaica as we already do by sourcing local chicken and produce."

"The inclusion of ingredients such as callaloo, pak choi, and ginger speaks to recognising flavours with which Jamaicans are familiar, she added."

daviot.kelly@gleanerjm.com