Joe & the Juice Juice and Sandwiches

Joe & the Juice is a global fast-casual chain originating from Copenhagen, Denmark. The brand focuses on healthy juices, shakes, and signature flatbread sandwiches, prepared fresh in-store across various international locations.

Since its founding, the brand has expanded aggressively from its Scandinavian roots to major cities in Europe, North America, and Asia. Most products are prepared locally at each branch using standardized ingredients sourced through regional supply chains, though core brand identity remains centrally managed.

In 2023, the brand underwent a significant ownership change when General Atlantic, a global growth equity firm, acquired a majority stake from Valedo Partners, positioning the brand for further expansion through 2026 and beyond. This move shifted the ultimate corporate control to the United States while maintaining the brand's Danish cultural heritage.