Nestlé JOE Original vanilla wafers

JOE is a deeply rooted Romanian wafer brand that was originally founded in 1994 by local entrepreneur Florentin Banu in Timișoara. The brand quickly became a household name in Romania, known for its light and crispy wafer texture. In 2000, the Swiss multinational Nestlé acquired the JOE brand and its production facility as part of its expansion into the Eastern European market.

For nearly two decades, JOE wafers were produced in their original home of Timișoara. However, in 2019, Nestlé made the strategic decision to close its sole Romanian factory and consolidate regional production. Since then, the manufacturing of JOE wafers has been relocated primarily to Nestlé's specialized confectionery facilities in Hungary. Today, JOE remains one of the most popular wafer brands in Romania, maintaining its local identity while being part of Nestlé's extensive global portfolio.