JOEs Identity Juice

JOE & THE JUICE is a Danish chain of juice bars and coffee shops founded in 2002 by Kaspar Basse in Copenhagen, Denmark. The company offers a menu that includes coffee, tea, sandwiches, baked goods, fresh juices, smoothies, and veggie shots made with organic ingredients. As of 2024, JOE & THE JUICE operates over 382 locations worldwide, including 65 in the United States. In December 2023, General Atlantic, an American growth equity firm, acquired a majority stake in the company for $641 million. The company's signature juice, JOEs Identity, is a blend of kale, celery, spinach, lemon, cucumber, and olive oil, providing a nutritious and refreshing beverage. The juice is available in various locations, including the United States, where it is made fresh to order using high-quality fruits and vegetables. The brand is known for its 'edgier' atmosphere, differentiating itself from traditional coffee shops and juice bars, and offers a variety of vegan and gluten-free options to cater to diverse dietary preferences.