Get to Know JuiceLand and CEO & Founder, Matt Shook
JuiceLand, the Texas-based smoothie chain founded by Matt Shook in 2011, has reintroduced whey protein to its menu through a partnership with Perfect Day, offering three new smoothie options and a 26g protein boost to existing items.
JuiceLand operates 35 locations across Austin, Houston, and Dallas, known for colorful decor, organic juices, and plant-based meals. The chain reintroduced whey protein after a four-year absence, collaborating with Perfect Day to launch three new smoothies: The PB Sundae bowl, The Chocolate Whey Smoothie, and The Cosmic Charlie smoothie. Customers can also add animal-free whey protein to any smoothie or bowl for an additional 26 grams of protein per serving.
Founder and CEO Matt Shook discussed JuiceLand’s growth from a single store in 2011 to its current footprint, emphasizing the company’s commitment to fresh, plant-based cuisine and community impact. Shook highlighted JuiceLand’s vegetarian focus, noting fewer than 1% of U.S. restaurants operate as vegetarian establishments. The chain also supports local charities through its Feel Good, Do Good program, which has donated approximately $80,000 to date.
Shook shared his journey from working part-time at a juice bar in 2001 to building JuiceLand, driven by a passion for health, community, and customer service. He described the company’s culture, including a scholarship program called Fresh for Life, which helps employees pursue personal and professional goals. JuiceLand’s team, many of whom started as customers, fosters a collaborative and mission-driven environment.
The chain continues to innovate, introducing trends like CBD in 2016 and animal-free whey protein ahead of broader adoption. Shook emphasized JuiceLand’s eclectic music culture, selling records in stores and curating playlists, including a KUTX radio feature. Signature items like the Home Run smoothie and Wunder-showzen reflect the brand’s focus on simple, high-quality ingredients and customer satisfaction.