Joe & the Juice is planting its flag just around the corner from Trinity College in Dublin — but the Danish chain that built its brand on health-forward juices has also collected food safety fines in London, a canola oil misrepresentation lawsuit in New York, and a gender discrimination settlement in the US. Irish consumers are about to find out whether the convenience and brand appeal outweigh a track record that includes ingredient controversies and hygiene failures.

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Origin Country: Denmark · Global Locations: 450+ · Ireland Store: Dublin (May 2026) · Investment: €600,000–€800,000

Quick snapshot

1Confirmed facts
  • Founded in Copenhagen, Denmark, in 2002 (Irish Times)
  • Over 450 locations worldwide by 2026 including New York, Dubai, and London (Irish Times)
  • First Irish store opens May 2026 on Grafton Place near Trinity College, Dublin (Irish Times)
2What’s unclear
  • Whether franchise opportunities are available for Irish entrepreneurs
  • Exact details of General Atlantic’s full ownership structure
  • Whether the canola oil formulation used in Dublin will differ from US stores
3Timeline signal
  • 2024: 382+ global locations
  • May 2026: Dublin store opening planned
  • June 2025: Olive oil class action filed in US federal court
4What’s next
  • Joe & the Juice targets 3–4 additional Dublin outlets in 2026
  • Class action litigation expected to proceed through US courts
  • Irish consumers likely to face the brand during Trinity College foot traffic
Detail Value Source
Founded In Copenhagen, Denmark (2002) Irish Times
Global Locations Over 450 (2026) Irish Times
Ireland Store Dublin (Grafton Place), opening May 2026 Irish Times
Store Size 2,200 sq ft Irish Times
Jobs Created 30 new positions Irish Times
Investment €600,000–€800,000 Irish Times
Majority Owner General Atlantic (acquired 2023 for $641M) University Times
London Food Safety Fines £95,900 total (January 22, 2025) ABC Food Law
Olive Oil Lawsuit Filed June 4, 2025 (US District Court, SDNY) Top Class Actions
US Gender Discrimination Settlement 2023 (EEOC case) CPH Post

Is there Joe and the Juice in Ireland?

Yes — and Dublin will be getting its first Joe & the Juice store in May 2026. The location on Grafton Place places the brand squarely in the path of Trinity College students, commuters, and the steady stream of tourists that pass through one of Dublin’s busiest commercial zones every day.

Dublin store opening

The Dublin store will occupy 2,200 square feet on Grafton Place, just steps from Trinity College’s main campus. According to the Irish Times, Joe & the Juice is spending in the region of €600,000–€800,000 on the facility and expects to create approximately 30 new jobs. The company has stated a target to open three or four more outlets across Dublin within the same year.

The upshot

For Dublin’s city centre retail mix, Joe & the Juice adds a recognizable juice-and-coffee brand to a market already crowded with independents. Whether that translates into foot traffic depends on pricing and whether Irish consumers who may never have encountered the brand develop loyalty quickly.

Which country is Joe and the Juice from?

Joe & the Juice traces its roots to Copenhagen, Denmark, where it was founded in 2002. The chain has evolved from a single juice bar into a global operation with locations across Europe, Asia, Australia, and North America.

Danish origins

The brand built its early reputation on the “juice and fitness” lifestyle that aligns closely with Scandinavian health culture. Its signature blend of fruit juices, vegetable blends, and sandwiches attracted a customer base that valued both convenience and a sense of wellbeing. By 2023, the chain operated over 311 locations internationally, according to CPH Post. By 2026, the Irish Times reports that figure has grown to over 450 locations globally.

Why this matters

The Danish brand identity has been central to its appeal — clean, minimal, health-forward. That positioning makes the food safety and ingredient misrepresentation controversies particularly significant for a brand built on perceived healthfulness.

What’s the story behind Joe and the Juice?

Joe & the Juice started with a straightforward proposition: fresh juices and decent sandwiches in spaces designed to feel fast but not cheap. The brand’s growth has been steady rather than spectacular, moving from Copenhagen into major European capitals before expanding across three continents.

Founding and growth

The chain grew largely through franchise agreements and company-owned stores in key markets. Its arrival in the United States came in 2017, a period that also saw the company face its first major legal challenge. In 2023, US investment firm General Atlantic acquired a majority stake for $641 million, according to University Times. General Atlantic first invested in the chain back in 2016 before increasing its stake to take control in 2023.

Max August, an investor for General Atlantic, sits on the board of the IDFWO (Israeli Defence Forces Widows and Orphans Organization), having joined after what he described as a “Zionist awakening” in a 2025 interview with The Jerusalem Post.

— University Times

Who is Joe and the Juice owned by?

Joe & the Juice is majority-owned by General Atlantic, a US-based growth equity firm with significant holdings in Israel and connections to Israeli organizations that have drawn scrutiny during the company’s expansion into Ireland.

Ownership details

General Atlantic acquired its controlling stake in 2023 for $641 million, according to University Times. The investment firm first entered the business in 2016, gradually increasing its exposure before taking majority control. The Dublin store opening has prompted local attention to the geopolitical dimensions of the ownership structure, given the Israeli ties of General Atlantic investor Max August, who sits on the IDFWO board.

What to watch

For Irish consumers who may be sensitive to geopolitical associations with their food brands, the ownership structure adds a layer of complexity that goes beyond the usual franchise-vs-corporate distinction. This hasn’t prevented expansion plans from proceeding, but it may influence consumer perception in specific Dublin neighbourhoods.

What is the Joe and the Juice oil scandal?

A class action lawsuit filed in June 2025 alleges that Joe & the Juice markets products as containing olive oil when laboratory analysis and employee accounts suggest the formulations are predominantly canola oil. The case has generated significant attention following a viral TikTok video and remains pending in US federal court.

Class action claims

The lawsuit, case number 1:25-cv-04643 in the U.S. District Court for the Southern District of New York, was filed on June 4, 2025 by plaintiff Neda Ansari and five others against Joe & the Juice New York LLC and Joe & the Juice US Holdings Inc. According to Top Class Actions, the plaintiffs claim the company represents products as containing olive oil on menus, websites, and food delivery apps while using a formulation that is 95% canola oil.

The controversy gained wider attention when TikTok creator Hunter Stoler, who runs the account @healthwithhunter, posted a video that garnered over 456,500 views. According to the Daily Dot, Stoler reported that a Joe & the Juice staff member showed him a tin labeled as containing 95 percent canola oil and only 5 percent olive oil. Stoler suggested the oil is added to juices as an emulsifier to make them creamier and easier to mix.

The plaintiffs in the olive oil lawsuit claim the company represents products as containing olive oil on menus, website and food delivery apps but fails to disclose it is 95% canola oil.

— Top Class Actions

The catch

For consumers who specifically choose juice chains for perceived health benefits, the gap between olive oil marketing and a 95% canola oil formulation represents a straightforward credibility issue. Canola oil is not inherently unsafe, but misrepresentation matters — especially for a brand whose customer base skews toward health-conscious buyers willing to pay a premium.

The food safety record in the UK adds to this picture of operational inconsistency. Two Joe & the Juice locations in London were fined after serious breaches of food safety and hygiene regulations, with total fines, costs, and victim surcharges reaching £95,900 on January 22, 2025, according to ABC Food Law. The Garrick Street location was shut by Westminster City Council following a widespread mouse infestation discovered in June 2023. Inspectors found mouse droppings in boxes of bread used for sandwiches. A subsequent inspection of the Davies Street store in December 2023 revealed poor hygiene standards with bread gnawed by mice.

In the United States, the company settled a gender discrimination case with the Equal Employment Opportunity Commission in 2023, ordered to pay almost 5 million kroner. The EEOC found reasonable cause to believe the chain violated Title VII of the Civil Rights Act of 1964, with the case stemming from 2017 when the company was establishing its US foothold.

Timeline

Three major threads run through Joe & the Juice’s recent history: global expansion, legal challenges, and ownership changes.

  • 2002: Founded in Copenhagen, Denmark
  • 2016: General Atlantic makes initial investment
  • 2017: US market entry; gender discrimination case originates
  • 2023: General Atlantic acquires majority stake for $641 million; EEOC gender discrimination settlement finalized
  • June 2023: Garrick Street, London location shut due to mouse infestation
  • December 2023: Davies Street, London inspection reveals hygiene failures
  • January 22, 2025: London court imposes £95,900 in total fines and costs
  • June 4, 2025: Olive oil class action filed in US District Court
  • May 2026: First Irish store opens on Grafton Place, Dublin
Bottom line: Joe & the Juice is a Danish brand that has grown into a 450+ location global chain, but expansion into Ireland comes alongside unresolved legal exposure. For Dublin shoppers, the question is whether the brand’s convenience and positioning outweigh a track record that includes food safety failures in London, ingredient misrepresentation allegations in New York, and a gender discrimination settlement in the US.

Key facts vs. unknowns

The picture has confirmed and uncertain elements worth separating clearly.

Confirmed facts

  • Danish origin and Copenhagen founding in 2002
  • Over 450 global locations by 2026
  • Dublin store opening May 2026 on Grafton Place near Trinity College
  • General Atlantic acquired majority stake in 2023 for $641 million
  • London food safety fines of £95,900 imposed January 22, 2025
  • Olive oil class action filed June 4, 2025 in US federal court
  • US gender discrimination settlement in 2023

What’s unclear

  • Whether franchise opportunities exist for Irish operators
  • Exact details of General Atlantic’s ownership percentage
  • Whether Dublin stores will use the same canola oil blend as US locations
  • Outcome of the olive oil class action litigation

What people are saying

The company represents products as containing olive oil on menus, website and food delivery apps but fails to disclose it is 95% canola oil.

— Top Class Actions reporting on plaintiff claims (Top Class Actions)

The gender discrimination case stemmed from 2017 when the cafe was establishing a foothold in the US market. Joe & the Juice has never admitted guilt in the gender discrimination claim.

— CPH Post

Joe & the Juice is spending in the region of €600,000–€800,000 on the Dublin facility. The company’s target is to open another three or four outlets in Dublin in 2026.

— Irish Times

For Dublin’s city centre, Joe & the Juice represents a new data point in the ongoing experiment of what Irish consumers will accept from health-and-convenience brands. The company brings a recognizable global identity, but it also brings a legal portfolio — food safety violations in London, a gender discrimination settlement in the US, and a pending class action over ingredient misrepresentation — that doesn’t disappear simply because the Dublin store is new and glossy. Whether that matters to Trinity College students and Grafton Street commuters picking up a morning juice is the real question the next several months will answer.

Related reading: Dunnes Stores ravioli recall · things to do in Dublin

Additional sources

trinitynews.ie

Joe & the Juice, already thriving in Stockholms juice bars with fresh juices and central vibes, plans its Dublin debut amid oil scandals and fines.

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Frequently asked questions

What is Joe and the Juice famous for?

Joe & the Juice is best known for its fresh juices, vegetable blends, sandwiches, and coffee. The brand emphasizes a health-conscious lifestyle positioning, with stores typically featuring a clean, minimalist aesthetic in Scandinavia-influenced colours. Founded in Copenhagen in 2002, it has grown to over 450 locations across Europe, Asia, Australia, and North America.

What is on the Joe and the Juice menu?

The menu typically includes a range of fruit and vegetable juices, protein shakes, iced coffee, and sandwiches. The company has faced controversy over its oil formulations — a class action lawsuit filed in June 2025 alleges that products marketed as containing olive oil actually use a formulation that is 95% canola oil. The lawsuit claims menus, websites, and delivery apps fail to disclose this.

Where are Joe and the Juice locations?

Joe & the Juice operates over 450 locations worldwide as of 2026, including major cities such as New York, Dubai, London, Copenhagen, and Sydney. The first Irish store opens in May 2026 on Grafton Place near Trinity College in Dublin, with plans to open three or four additional Dublin locations within the same year.

Does Joe and the Juice offer franchises?

The company has historically grown through a mix of company-owned stores and franchise agreements. The expansion into Ireland appears to be company-led at this stage, with the Dublin store representing a direct investment of €600,000–€800,000. Whether franchise opportunities will be offered to Irish operators in subsequent phases is not yet confirmed in available public information.

Is Joe and the Juice in Barcelona?

Yes, Joe & the Juice has locations in several European cities including Barcelona. The chain has an established presence in Spain as part of its broader European footprint.

What are Joe and the Juice sandwiches like?

Joe & the Juice sandwiches are typically positioned as fresh, simple options alongside their juice and coffee offerings. The brand’s UK operations have faced scrutiny for hygiene standards in sandwich preparation areas — the Garrick Street, London location was shut in 2023 after mouse droppings were found in bread boxes intended for sandwich service.

Is there a Joe and the Juice app?

Yes, Joe & the Juice offers a loyalty app available on iOS that includes rewards points and mobile ordering capabilities. The app is part of the company’s strategy to build repeat customer relationships and drive frequency purchases, particularly in markets where it has established a strong store network.

Joe & the Juice
2002
Copenhagen, Denmark