EMERYVILLE, Calif. – Jamba Juice is attempting to take a bite out of McDonald’s, Dunkin’ Donuts and Burger King’s breakfast profits.

Jamba Juice, best known for its healthy drink offerings such as fruit smoothies, is testing its first breakfast offerings in Los Angeles and New York, with an eye toward going national in March 2008, Brandweek magazine reports.

“[This is] one of the biggest opportunities for our brand because we can make the distinction of being one of the few really healthy breakfast options in the QSR world,” said Kristel Cerna, director of product marketing at Jamba Juice, in Emeryville, California.

“It’s a great play for us to grab more sales from our existing core consumers. And the advertising will bring in our light users and new users for additional sales,” Cerna said.

The effort targets consumers who are looking for healthy morning options, as well as the growing number of people in the “deskfast” category who eat breakfast at work instead of inside the home.

The breakfast menu features items that blend organic granolas and low-fat yogurts alongside fruit, juices and blends. They come with such names as Rise & Berry and Bright Eyed & Blueberry.