Valued at $1.8 Billion! Djokovic-Backed Juice Bar Joe & the Juice Gets UAE Capital Support
On April 20, U.S. private equity firm General Atlantic announced that EIIC, an investment arm of the Abu Dhabi National Holding Group, acquired a minority stake in Danish juice bar brand Joe & the Juice. The transaction values Joe & the Juice at $1.8 billion. General Atlantic will remain the majority shareholder.
General Atlantic first invested in Joe & the Juice in 2016 and increased its stake in 2023, holding nearly 90%. The 2023 transaction valued Joe & the Juice at $600 million, with funds primarily used to reduce debt and expand stores.
Joe & the Juice was founded in 2002 in Denmark by Kaspar Basse (pictured below). Basse previously worked at an advertising agency and was a member of the Danish national karate team. His athletic background drove him to seek healthy food options, but finding a lack of nutritious and appealing choices in the market, he decided to create his own brand. The first store opened in a corner of a lifestyle concept store called Rue Verte in Copenhagen. Initially, the store was simply furnished with only a beverage fridge and a few bottles.
Joe & the Juice currently offers juices, coffee, and sandwiches, generating approximately $500 million in revenue last year. It has expanded to 23 countries, including the United States, the United Kingdom, Singapore, and Australia. The latest investment is expected to support Joe & the Juice's expansion plans, targeting 1,000 stores globally by 2028.
Joe & the Juice is popular among celebrities and sports figures for its healthy, energetic image. In June 2025, Novak Djokovic announced he became the brand's ambassador and shareholder, and will also support its franchise expansion in Serbia and Montenegro.
Above: In December 2025, Djokovic visited Joe & the Juice's headquarters in Denmark
Additionally, in March 2025, Joe & the Juice collaborated with Kevin Durant to launch a steak sandwich called "The Steak powered by Kevin Durant," the brand's first premium sandwich product, reportedly containing 33 grams of protein.
| Source: Official press release; official website
| Image credit: Official Instagram; official website