Joe & The Juice Launch Matcha Nationwide With Exciting MatchaBar Partnership

Those who love that exciting jolt of caffeine in the morning (or afternoon), but prefer to get it via matcha are in for a treat now that JOE & THE JUICE has teamed up with MatchaBar to introduce matcha at all of their U.S. locations. The partnership is the first of its kind, with a mission to get ceremonial grade matcha into the hands of consumers across the nation.

As part of this collaboration, JOE & THE JUICE and MatchaBar will offer exclusive beverages — all of which will feature specially-crafted pink and green co-branded sleeves to represent both entities. Just imagine how refreshing and delicious an iced vanilla matcha latte would taste on a hot summer day.

“At Joe & the Juice, we are continuously looking to update our menu with new quality offers, without necessarily jumping on every trend along the way. Matcha is a product that our guests have requested for some time now, so when this opportunity with MatchaBar arose, it just made sense,” says Kasper Garnell, Global Brand & Communications director at JOE & THE JUICE. “We’re very aligned in our brand values and focus on quality. Hot and iced matcha lattes are only the beginning. We are aiming to test out matcha shakes in selected NYC stores later this year, with US wide availability in 2023."

Founded in Copenhagen in 2002, JOE & THE JUICE’s partnership with MatchaBar stays true to the company’s belief that everyone deserves access to the finest, highest quality, natural and organic ingredients. The beloved green tea powder is grown and ground in Japan, offering its drinkers boosts of energy, metabolism, antioxidants, and focus with each sip. Beyond its delectable taste, the plant-powered drink is best known for its extended caffeine release that makes for a gentle invigoration.

“MatchaBar was the obvious choice for our foray into matcha. They bring the highest quality matcha from Japan, and their values align with ours. We know that our community will be excited to have the opportunity to experience something new in our stores, and re-energize in a fun, delicious way,” says Kaspar Basse, JOE & THE JUICE founder.

Forbes 30 Under 30 alumni, Max and Graham Fortgang, opened the first location of MatchaBar in Brooklyn in 2014, back when matcha wasn’t really on the radar — at least not as mainstream as it is today. Thanks to those looking for a beverage that’s just a bit less caffeine-heavy than coffee, the craze has become way more than just a trend and MatchaBar has expanded to three locations and multiple partnerships including Whole Foods and now JOE & THE JUICE.

"MatchaBar is setting the standard for a matcha cafe program in the modern world, from training, sourcing to preparation. In what many describe as a current mental health crisis, MatchaBar offers an anxiety-free energy, delivering a focused buzz without the crash or jitters many associate with coffee.". Graham Fortgang, co-founder of MatchaBar.

MatchaBar aims to become the leading wholesale provider for coffee shops, fast casual eateries, hotels and restaurants. They believe that part of living in the modern world is collaborating with like minded brands.

“We look at JOE & THE JUICE as leaders and true innovators in the global cafe landscape. We couldn’t be more proud to partner with them as the first nationwide brand to endorse a ceremonial grade matcha program. Our goal is for JOE & THE JUICE to become a beacon to all matcha lovers as the destination to get a perfect matcha latte,” says Max Fortgang, co-founder of MatchaBar.