JOE & THE JUICE has launched a new nine-item breakfast menu across 80 UK stores as the brand looks to strengthen its presence in the morning market.
Available from 9 September, the range comprises three savoury breakfast wraps, three bowl versions of the wraps and three sweet breakfast bowls.
The menu has been developed around demand for more substantial, convenient and functional breakfast options, with ingredients spanning eggs, meat, oats, yoghurt, kefir and chia.
The Turkey Scramble Wrap combines scrambled egg, turkey bacon, avocado, salsa verde and spinach.
Steak ‘N’ Egg features steak, scrambled egg, Italian-style hard cheese, Cholula and spinach, while the Egg & Avo Wrap combines scrambled egg, avocado, cheese, spinach and Cholula.
Each of the three savoury options can also be ordered as a bowl.
The sweet breakfast selection includes a Yoghurt Bowl made with Greek-style yoghurt, granola, blueberries, passion fruit and honey.
The Power Bowl combines overnight oats, banana, almond butter and blueberries, while the Gut Start Bowl features kefir chia, granola, kiwi, blueberries and passion fruit.
JOE & THE JUICE said the launch reflects changing consumer expectations around breakfast, particularly increasing interest in protein, fibre and foods associated with gut health.
Jon James, UK Managing Director at JOE & THE JUICE, said: “Breakfast shouldn’t be an afterthought – it should set the tone for your whole day.
“At JOE, we’ve always believed food should work as hard as you do, made fresh, made to order, no shortcuts.
“Now we’re bringing that same energy to the mornings. Whether you need protein to fuel a big day, something lighter to kickstart the morning, or a wrap you can easily eat on the move, this range means JOE isn’t just your lunch spot anymore – it’s how you start the day too.”
The breakfast range is available from opening until 11am at 80 JOE & THE JUICE stores across London, Manchester, Birmingham and other UK locations.
To support the launch, selected stores in London, Manchester, Liverpool and Birmingham will give away free breakfast wraps before 10am from 9–13 September, while stocks last.
The brand’s London Liverpool Street store will then host a breakfast promotion from 14–19 September, offering a free breakfast wrap with the purchase of a juice, coffee or shake throughout the day.
Associated Articles
Torino to Open Three-Storey Italian Restaurant Concept at Paddington Square
Provides closely related all-day trading context, with Torino Bakery set to target breakfast and lunchtime demand from commuters through coffee, pastries, sandwiches and salads as part of a wider three-storey hospitality concept at Paddington Square.
Torino to Open Three-Storey Italian Restaurant Concept at Paddington Square
Pizza Pilgrims to Open at Westfield Stratford This September
Adds relevant food-to-go and convenience context, with Pizza Pilgrims introducing a compact kiosk-style format at Westfield Stratford designed around shoppers and commuters seeking quick, freshly prepared food throughout the day.
Pizza Pilgrims to Open at Westfield Stratford This September
Experience Hospitality Service Robotics Live in Action at Robot Week
Hospitality and catering operators can experience emerging service technology during Robot Week in London, with dedicated sessions on 9 and 10 September covering food and drink service, coffee, cooking, cleaning and back-of-house operations.
Experience hospitality service robotics live in action at Robot Week
