Joe & The Juice Cold-Pressed Juice

Joe & The Juice is a global lifestyle brand that originated in Copenhagen, Denmark, in 2002. Founded by Kaspar Basse, the brand revolutionized the juice bar industry by focusing on a distinct aesthetic, curated music playlists, and a high-energy 'theatrical' preparation process for its juices, shakes, and sandwiches.

While the brand started as a single store in Denmark, it has expanded rapidly across Europe, North America, and Asia. The company's manufacturing and sourcing are decentralised; fresh produce is typically sourced locally or regionally to ensure quality, while their signature coffee beans and specific cold-pressed ingredients are managed through international supply chains.

In terms of ownership, the brand underwent a significant transition in late 2023 and into 2024. The American investment firm General Atlantic acquired a majority stake in the company, taking over control from the previous majority holders, the Swedish private equity firm Valedo Partners. This move was designed to fuel further expansion particularly in the United States and international markets, marking its status as a subsidiary of a global investment powerhouse headquartered in New York.