Fifteen years after being founded in Copenhagen, Joe & The Juice had expanded to 70 cities. CEO Kaspar Basse tells us why juice makes him jive.

Upbeat music pumping overheard, bantering bartenders showing off slick moves behind the counter &ndash; if there&rsquo;s ever a fix for Monday morning bleariness or a&nbsp;mid-afternoon slump, you&rsquo;ll find it in Joe &amp; The Juice. A liquid dose of goodness from fruits and veg or a caffeine hit usually does the trick, and the infectious energy of the juice boys is a top-up. Behind the fun vibe is a serious commitment to a healthy offering: juices and shakes are freshly made; all ingredients are fresh and organic where possible.

Kasper Basse, the great Dane who conceptualized this concept in 2002, gives us more juicy details behind this edgy juice and coffee bar.

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&quot;The atmosphere at Joe &amp; The Juice is almost like a nighclub, with energetic music and staff who are more like friends.&quot;

Where do you get inspiration for the juices?

We look at health trends, examine the science behind them and decide whether to tweak or add products.

What are your most popular juices?

They vary a bit by every market, but green juices or those with beets and carrots are very popular now. Consumers have become much more knowledgeable on the nutritional benefits of certain ingredients. For example, root vegetables like beets and carrots are high in anti-oxidants and are known to help increase oxygen intake, creating good, clean energy. And because they want all the vitamins and minerals of juices while keeping the calorie and sugar content down, customers are requesting that juices be made predominately with vegetables rather than fruits.

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Gettin' Juiced With New York City's Juice Hotspot

L'OFFICIEL USA December 2024 - Julianne Moore Cover

Gettin' Juiced With New York City's Juice Hotspot

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