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Joe & The Juice to enter Asian market

Lucie Rychla
August 13th, 2015


This article is more than 9 years old.

The Danish juice and coffee chain will open two cafes in Singapore by the end of this year

Healthy drinks combined with entertainment have a universal appeal, believes the co-owner of J&J (photo: Joe & The Juice)

The popular Danish chain of juice and coffee bars, Joe & The Juice, will open two new juice cafes in Singapore in November, marking its first entry into Asia.

The chain has been introduced to the Asian market by the Norbreeze Group, co-owned and operated by Danish duo Anders and Anne Juel Sauerberg.

Combination of health and fun
“We believe our combination of health and entertainment has a universal appeal, and our choice of markets is largely dependent on whether there are opportunities to develop a good partnership with a local operator,” Kaspar Basse, the co-owner of Joe & The Juice, told Børsen.

Norbreeze has already popularised Danish jewelery in the region and pocketed 149 million kroner for delivering the distribution rights.

The two Joe & The Juice bars will be situated in the Central Business District and the first team of employees is already being trained by experienced juice-baristas in Copenhagen.

READ MORE: Joe and the Juice ‘best airport coffee shop’

Expanding in Europe and Asia
In addition to opening the first juice bars in Singapore, Norbreeze will also roll out the concept in Hong Kong and Macau.

If all goes well, the plan is to open more than 50 Joe & The Juice bars within the next three to five years in Southeast Asia.

Joe & The Juice was founded in 2002 by Basse, who now owns 19 percent of the company.

The chain currently operates 103 juice bars in half a dozen countries in Europe, with 25 new ones on the way.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”