Nestlé JOE Zi Bună! cocoa cream wafer

Joe is one of the most popular wafer brands in Romania, recognized for its light, crispy texture and variety of cream fillings. Originally developed by a company in Timișoara, the brand quickly became a household name in the region for snack-sized confections and larger family packs.

In 2000, the brand was acquired by the Swiss multinational Nestlé, which integrated JOE into its global portfolio. Following the acquisition, production was moved to the Nestlé factory in Timișoara, although following the closure of that facility in 2019, production for the Romanian market has been optimized across European manufacturing hubs, while maintaining its strong local identity and presence in the Balkan market.

Today, JOE is owned by Nestlé S.A., the world's largest food and beverage company. The brand focuses on using sustainably sourced cocoa through the Nestlé Cocoa Plan, ensuring that the wafers meet modern standards for environmental and social responsibility while remaining a staple treat in Eastern Europe.