The company, which has grown steadily over the years, attributes its expansion success to the growing demand for more healthy, natural beverages by consumers.

"The trend has shifted away from carbonated drinks to healthier fruit juices, shakes and tea drinks. Now fitness and health-conscious people are looking for alternative beverages to fuel their daily activities. And Fruit Magic is positioned perfectly to cater to this demand," stated Fruit Magic, Inc. CEO Alan Escalona.

Escalona revealed that with the growing number of stores in Metro Manila and the nearby provinces, Fruit Magic is becoming more visible and readily accessible to everyone who wants to shift to healthier drinks.

"While we are present in most malls and commercial areas in Metro Manila, Fruit Magic has also started to explore provincial venues. We now have a presence in Ayala Center in Cebu and also in Pampanga," said Escalona.

He also revealed that while franchisees and franchise applicants have been growing steadily since Fruit Magic opened for franchising two years ago, the bulk of the expansion effort is still fuelled by the growth of company-owned stores.

Currently the company owns and operates 52 stores with 5 opened as new franchise stores, although the tally might soon be increased to absorb the 3 new incoming franchisees in the coming months.

Out of the total number of stores, only 16 stores are described as full Fruit Magic outlets serving not only fruit beverages, but also an expanded menu that offers healthy meals and other products of the company.

An estimated P700,000 investment is needed to open a bar-format store, an offering that has helped attract interested franchisees to the juice brand.

"We usually get 5 to 6 franchise applications every month, but we are still careful in choosing who to award our franchise business. We want people whose business drive and disposition mirror our own," added Escalona.