The Crimson Tide wiped out Clemson at the Sugar Bowl Jan. 1. On March 24, Tuscaloosa can reclaim a Clemson-held crown in the Frutta Bowls.

Owners Josh Giambalvo and Brent Keith open their second location of the smoothies and juice bar in Midtown Village that Saturday. Their first, downtown Tuscaloosa next to O'Henry's Coffee, 2531 University Blvd., opened June 2017.

"We had the best grand opening of any store" in the New Jersey-based franchise, Giambalvo said. "Until Clemson opened its store last week. So we're starting a Beat Clemson drive."

The Midtown Frutta Bowls will feature the same menu as the downtown store: health-food bowls, smoothies and more, blending acai, kale and pitaya, more commonly known as dragon fruit, with strawberries, bananas, kiwi, peanut butter, granola and other selections for a variety of choices. The Midtown location will employ 35 people, salaried and hourly.

"We went way over expectations on the first one," Giambalvo said. Downtown Tuscaloosa Frutta Bowls sales lead all the franchise's other stores; most are in New Jersey, although Frutta Bowls can also be found in North and South Carolina. Midtown was an obvious next choice for the local franchise, he said, at the intersection of two of the busiest thoroughfares in town, 15th Street and McFarland Boulevard.

"I like a road that people travel," he said. Although clientele downtown varies, it seems to draw more from the University of Alabama. The Midtown location should open up to a wider demographic. "People who have kids, who live and work here, folks who are not always coming on to campus....People like me, who've got a bunch of little kids."

The new Frutta Bowls location is adjacent to Edible Arrangements, facing onto the Midtown green.

"That should give us some benefit, the visibility during shopping seasons," Giambalvo said.

For the grand opening, there'll be giveaways and a raffle table, and befitting the company's healthy orientation, fitness classes on the green the next day, Sunday March 25. The co-owners and families have been coaches, trainers and gym owners.

Plans are to to open 9 a.m. to 9 p.m., though that may vary to meet needs. The downtown store opens 8 a.m.-9 p.m.

"(Downtown) We get groups coming in mornings, before work, and post-workout from some gyms in town, located close to us," Giambalvo said. Because nearby Midtown gym Planet Fitness operates long hours -- 24 hours Monday-Thursday, then through 9 p.m. Friday, and 7 a.m.-7 p.m. Saturday and Sunday -- that Frutta Bowls might open earlier.

"We'll probably change that a few times before we solidify it, after we see what works," Giambalvo said.