Emirates International Investment Acquires Stake in Joe & the Juice

Emirates International Investment Co. (EIIC) has acquired a minority stake in Joe & the Juice, a fast-growing Danish juice, coffee, and sandwich chain, in a transaction that values the company at $1.8 billion. The deal, announced on April 16, 2026, involves EIIC purchasing some shares from General Atlantic, the majority shareholder, as well as subscribing to new shares, according to sources familiar with the matter.

General Atlantic will retain majority ownership of Joe & the Juice following the transaction. The financial terms of the deal, including the exact stake percentage acquired by EIIC, were not publicly disclosed. The investment reflects confidence in Joe & the Juice’s international growth prospects, particularly in the Middle East region.

Founded in Denmark, Joe & the Juice operates a chain of outlets specializing in healthy beverages, coffee, and sandwiches. The brand has expanded rapidly across Europe and North America, targeting health-conscious consumers with fresh, nutritious offerings. General Atlantic has been a key investor supporting this expansion.

EIIC’s investment is strategically aimed at leveraging its regional expertise and network to accelerate Joe & the Juice’s footprint in the Middle East, especially the United Arab Emirates. The partnership is expected to create synergies through localized marketing, supply chain optimization, and operational efficiencies tailored to regional consumer preferences.

According to strategic insights, EIIC’s involvement will enable Joe & the Juice to introduce region-specific menu items and enhance its health and wellness product lines to better suit Middle Eastern tastes. The deal also opens opportunities for cross-promotional activities with other EIIC portfolio companies and regional partners.

The food and beverage sector in the Middle East is experiencing robust growth driven by rising health awareness and demand for premium, convenient dining options. Joe & the Juice’s entry, supported by a local investor, intensifies competition among healthy food chains in the region, prompting rivals to innovate and expand.

Financial details such as revenue multiples or EBITDA figures were not disclosed. No advisors were publicly named for the transaction. The deal is expected to facilitate rapid store network growth and brand localization, although challenges remain in aligning global brand standards with local market dynamics and navigating regulatory complexities.

Looking ahead, Joe & the Juice plans to integrate EIIC’s regional market knowledge to streamline operations and enhance customer experience through technology and data analytics. The partnership aims to solidify the company’s position as a leading health-focused food and beverage brand in the Middle East.