Smoothie King ventures into Southeast Asia; appoints PR agency

The appointment came after a pitch called last month. The first outlet in Singapore, which is slated to open on 12 December at The Centrepoint on Orchard Road, marks the brand's first foray into the Southeast Asia region.

Started in the United States in 1973, the brand, which has more than 500 stores across the United States and more than 120 locations in Korea, is known for its nutritional fruit- and function-based drinks.

“The team at Rice Communications will be working very closely with our team to build awareness of Smoothie King and do some education around the concept of the functional smoothie,” said Bobby Williams, vice president of marketing at Smoothie King.

Smoothie King in Singapore will offer a range of 27 different smoothies. As part of the process of building its presence in Singapore, it is also looking for suitable partners interested in collaborating on marketing opportunities.

“Smoothie King is a great brand with a long history overseas of providing nutritious, tasty and healthy smoothies,” said James Brasher, director at Rice Communications. “Functional smoothies are a popular, healthy alternative to meals in many countries.”