JOEs Identity Juice

JOEs Identity Juice is a signature beverage offered by Joe & The Juice, a Danish chain of juice bars and coffee shops founded in 2002 by Kaspar Basse in Copenhagen, Denmark. The juice is made from a blend of kale, celery, spinach, lemon, cucumber, and olive oil, providing a nutritious and refreshing drink. 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 menu includes coffee, tea, sandwiches, baked goods, fresh juices, smoothies, and veggie shots made with organic ingredients. Their signature juice, JOEs Identity, 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.