Smoothie King is leaning into a new era of health-conscious eating, one shaped by protein obsession, clean-label demands, and even the ripple effects of GLP-1 weight-loss drugs.

“There are significant industry tailwinds behind what we’re doing,” Gavin Felder, the chain’s president and CFO, told CNBC. “What we’ve learned is people are a lot more conscious about what choices they’re making. A lot of people are focusing on protein now and on fiber and all those good things.”

Those shifting priorities are showing up across the business, which began 50 years ago and claims to have invented the term “smoothie.” Consumers are increasingly seeking functional foods, whether that means supporting satiety, digestion, or overall wellness. The growing use of GLP-1 medications like Ozempic and Wegovy has only accelerated that shift, pushing more people toward nutrient-dense options that prioritize protein and fiber.

Smoothie King is positioning itself to satisfy that demand.

While the company has been growing for years—system-wide sales have risen roughly 64 percent over the past five years, alongside a 23 percent increase in locations—it is now actively reshaping its stores, menu, and messaging to align with today’s health landscape, CNBC reported. 

In April, the chain unveiled a redesigned store concept meant to feel more warm and approachable, moving away from what it described as a “stark, functional aesthetic.” The redesign is part of a broader effort to modernize the brand experience and better connect with customers who increasingly view food as an extension of their wellness routines.

At the same time, Smoothie King is expanding beyond drinks. The company plans to grow its food offerings with items like flatbreads, building on its existing lineup of smoothie bowls, yogurt bowls, and toasts, an acknowledgment that customers want more complete, nutrient-forward meals, not just beverages.