California Bound: HB Protein Smoothies Locks in Another Multi-Unit Deal

May 05, 2026 // FranchisePR.com // Scottsdale, Arizona — HB Protein Smoothies has secured three coast-to-coast multi-unit deals in a significant expansion push. First, it was Florida, led by a seasoned restaurant investor, then it expanded further in the Sunshine State with a husband-and-wife duo; now, the third multi-unit commitment lands in California. Leading the franchise expansion in California is the brand’s newest franchisee, Matt Zastrow, an experienced franchise owner.

“I was told these guys have it figured out. They have low-calorie options, it’s high protein, it tastes like milkshakes,” said Zastrow. “I thought, ‘that sounds too good to be true.’”

Zastrow has built a diverse franchise portfolio spanning multiple countries, with ventures including dessert, apparel resale, a trampoline park, and home health care. When he got the “itch” to explore his next opportunity, he knew it needed to be something meaningful and local — but was skeptical it would be in the form of a protein smoothie lifestyle brand.

As someone who leads an active lifestyle and regularly consumes protein, Zastrow admitted he’d heard it all before — products promising great taste rarely delivered. A visit to Scottsdale changed that.

“I flew out to Arizona, and I was just blown away,” said Zastrow. “The founders blew me away. I was blown away by the culture and the product. This was something I could totally get behind and believe in.”

HB Protein Smoothies co-founder Daniel Boone said people are often in disbelief when they hear the smoothies taste like ice cream — until they try one.

“When we created the smoothies, we were intentional about moving away from the experience of choking down something chalky and powdery to be healthy,” said Boone. “We’ve perfected the formula, and because the smoothies blend so well, the consistency is spot on every time. And yes, even with 35 grams of protein and only about 250 calories, they taste like ice cream.”

For Zastrow, that product confidence was just one piece of the puzzle. In addition to the HB cofounders’ authenticity and community culture, the financial figures, operational simplicity, low labor needs, and the booming protein market all played a role in Zastrow’s decision to sign on.

“Protein is huge now. Daniel and Ethan have figured out a way to do protein that also satisfies the palate,” said Zastrow.

Zastrow pointed to California’s well-known healthy lifestyle culture and wide-ranging appeal as key reasons the expansion felt like a natural move. He expressed confidence in the brand’s staying power. “HB is not just a quick flash in the pan or fad,” said Zastrow.

Zastrow said signing with HB Protein Smoothies felt like a natural next step in his franchising career, and being able to help people live healthier creates a “win-win scenario” in California. He does have one gripe, though.

“The only problem is that I don’t have an HB Protein Smoothies close to me now, and months later, I’m still craving it,” said Zastrow.

SOURCE HB Protein Smoothies