Joe & the Juice (General Brand)

Joe & the Juice is a globally recognized health-focused lifestyle brand originally established in Copenhagen, Denmark, in 2002. Founded by Kaspar Basse, the brand gained a cult following for its unique fusion of juice bars, barista culture, and edgy interior design, often featuring high-energy music and a distinct 'juice bar' atmosphere.

While the brand maintains its headquarters in Denmark and sources many of its signature ingredients (such as its unique bread) from Danish suppliers, the products themselves—such as fresh juices, smoothies, and sandwiches—are prepared locally on-site at retail locations across Europe, North America, and the Middle East. This decentralized manufacturing model ensures freshness and adapts to local supply chains while maintaining strict brand standards.

In terms of ownership, the brand has seen significant evolution. Originally a private Danish venture, it received major investment from Valedo Partners and later General Atlantic. In late 2023 and moving into the 2024-2026 period, General Atlantic significantly increased its stake to become the majority owner, driving aggressive international expansion, particularly in the United States.