Joe & The Juice
Danish food-and-beverage chain serving juices, coffee, shakes, and sandwiches in an international network of stores.
Last updated October 14, 2026
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Overview
Joe & The Juice is a Danish food-and-beverage company and consumer brand founded in Copenhagen in 2002 by Kaspar Basse, a former elite athlete. Its first location opened on Ny Østergade in central Copenhagen. The business developed from a Danish juice-bar concept into an international chain combining freshly prepared drinks, coffee, sandwiches, and other light food with a strongly defined retail experience. The brand's core offer includes fresh juices, shakes, coffee, and sandwiches prepared for immediate consumption. Its proposition combines convenience with a health-oriented image, while its stores are designed to feel more like lifestyle and social spaces than traditional quick-service outlets. Music, fashion, energetic service, and a youthful visual identity are important parts of the customer experience and help distinguish the chain from more conventional cafés and juice bars. After establishing itself in Denmark, Joe & The Juice expanded across Scandinavia during the 2000s. It subsequently entered markets including the United Kingdom, the United States, and the Middle East, using a combination of company-operated locations and franchise partnerships. The chain has also placed stores in high-street areas, airports, transport hubs, and commercial districts, allowing it to serve both local customers and travelers. Ownership and investment have changed as the company expanded. Swedish private-equity firm Valedo Partners acquired a majority stake in 2013. General Atlantic invested in 2016 to support the company's international growth and became its majority shareholder in 2023. Under this ownership structure, Joe & The Juice continued expanding through direct operations and franchising. The company operates more than 500 stores globally across Europe, North America, the Middle East, Africa, and Asia, although its footprint and operating model vary by market. Denmark, the United Kingdom, the United States, and the Middle East are among its particularly important markets. Thomas Nørøxe serves as chief executive officer. Joe & The Juice remains a privately held company, with a brand identity built around fast, freshly prepared food and drinks, an urban lifestyle positioning, and a globally recognizable store format.
History
Joe & The Juice began in Copenhagen in 2002, when Kaspar Basse founded the company after a career as an elite athlete. The first shop opened on Ny Østergade in central Copenhagen. From the beginning, the concept centered on freshly prepared juices and a café-style offer intended to combine speed, perceived health benefits, and an engaging in-store atmosphere. During the 2000s, the company expanded beyond its original Copenhagen base and established a broader Scandinavian presence. Its format brought together juice-bar products, coffee, sandwiches, and shakes rather than focusing on a single beverage category. The brand also developed a distinctive service and design culture, using music, fashion, and energetic staff interactions to create a more lifestyle-oriented identity than a conventional café or takeaway counter. International expansion followed the Scandinavian phase. Joe & The Juice entered markets such as the United Kingdom, the United States, and the Middle East, and later developed a presence in additional parts of Europe, North America, Africa, and Asia. The chain's locations have included high streets, airports, transport hubs, and commercial districts. This mix of sites supported both everyday urban demand and on-the-go consumption by travelers and office workers. The business's ownership structure changed as its geographic ambitions grew. Valedo Partners, a Swedish private-equity firm, acquired a majority stake in 2013. General Atlantic invested in 2016, providing capital intended to support international development. In 2023, General Atlantic became the majority shareholder. Joe & The Juice has continued to use both company-owned stores and franchise arrangements, enabling it to enter selected markets through local operating partners while retaining a common brand proposition. By the 2020s, the company had expanded to more than 500 stores worldwide. Its offer remained focused on juices, shakes, coffee, sandwiches, and light meals, supported by a customer-experience model emphasizing convenience, freshness, and a youthful cultural identity. The company is headquartered in Copenhagen and remains privately held. Thomas Nørøxe is identified as its chief executive officer. Although its operating footprint is international, the brand continues to be associated with its Danish origin and with a modern, urban interpretation of the juice bar and coffee-shop format.
- 2023
General Atlantic becomes majority shareholder
[1]General Atlantic became the company's majority shareholder during its continuing global growth phase.
- 2016
General Atlantic invests in the company
[1]General Atlantic invested in Joe & The Juice to support its international expansion.
- 2013
Valedo Partners acquires a majority stake
[1]Swedish private-equity firm Valedo Partners acquired majority ownership as the chain continued developing beyond its original Scandinavian base.
- 2002
Joe & The Juice is founded in Copenhagen
[1]Kaspar Basse founded the company in Copenhagen, and the first store opened on Ny Østergade.
Products and positioning
A premium, health-oriented urban food-and-beverage lifestyle brand combining freshly prepared drinks and light meals with music, fashion, and fast casual convenience.
Juice · 2002
Fresh juices
Freshly prepared juices are a central part of the Joe & The Juice offer and one of the categories most closely associated with the brand. They support its health-oriented positioning and are prepared for immediate consumption in stores. The juice range is offered alongside coffee, shakes, and food, allowing the chain to serve customers seeking either a beverage-led visit or a quick meal.
Blended beverages
Shakes
Shakes form part of the chain's freshly prepared beverage range. They broaden the offer beyond pressed or blended fruit and allow Joe & The Juice to serve customers looking for a more substantial cold drink. Shakes are positioned within the same convenient, health-conscious café experience as the brand's juices and are sold across its international store network where locally applicable.
Coffee · 2002
Coffee
Coffee is a major everyday offering and an important part of the company's positioning as a café chain rather than a specialist juice outlet. It gives the brand relevance across morning, workday, and travel occasions, particularly in urban stores, airports, and transport hubs. Coffee is served alongside juices, shakes, sandwiches, and other light food.
Prepared food
Sandwiches
Sandwiches provide the principal food component of the Joe & The Juice menu. They are prepared for quick service and complement the beverage range, making the stores suitable for light meals as well as drinks. The sandwich offer supports the company's convenience proposition and helps it compete in the wider fast-casual café and takeaway market.
Brand decisions
2023
General Atlantic takes majority ownershipM&ABackground
The chain had developed into a large international operator with more than 500 stores and continued ambitions for geographic expansion.
Action taken
General Atlantic became the majority shareholder of Joe & The Juice.
Aftermath
Joe & The Juice remained a privately held company and continued its international expansion using direct and franchised operations.
2016
Use external investment to support international expansionStrategyBackground
Joe & The Juice was expanding beyond Scandinavia and required capital to develop its international store network.
Action taken
General Atlantic invested in the company, supporting its international growth strategy.
Aftermath
The company continued expanding across multiple regions through company-owned stores and franchise partnerships.
Recent events
Allset and Joe & The Juice announce ordering partnership[3]
Reported:
Allset announced a partnership with Joe & The Juice to offer customers pre-ordering and pickup at Joe & The Juice locations. The service was available at 41 locations, with more locations planned.
Sources4 sources
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