JOE & THE JUICE is elevating its breakfast offering in the UK, launching a new nine-strong breakfast range across 80 stores, designed to meet growing demand for more substantial, varied and functional choices to start the day.
Rolling out from September, the new menu brings JOE’s made-to-order approach to the morning, with three savoury breakfast wraps, three wrap-to-bowl alternatives and three sweet breakfast bowls. The range spans protein-led options and gut-friendly choices, giving customers more ways to build a breakfast around their individual routines.
At the heart of the new menu are three savoury breakfast wraps, each also available as a bowl:
Turkey Scramble Wrap, combining scrambled egg, turkey bacon, avocado, salsa verde and spinach
Steak ‘N’ Egg Wrap, bringing together steak, scrambled egg, Italian-style hard cheese, Cholula and spinach
Egg & Avo Wrap, packed with scrambled egg, avocado, cheese, spinach and Cholula.
The range also has three colourful breakfast bowls, each offering a different take on the morning occasion:
Yoghurt Bowl, made with Greek-style yoghurt, granola, blueberries, passion fruit and honey
Power Bowl, combining overnight oats, banana, almond butter and blueberries
Gut Start Bowl, made with kefir chia, granola, kiwi, blueberries and passion fruit
The launch comes as demand around the breakfast occasion continues to evolve, with consumers increasingly looking for more filling, functional and convenient options that deliver beyond simply satisfying hunger. 43% of consumers have increased their protein intake in the past year, while eggs are seeing a resurgence at breakfast as consumers seek higher-protein, nutrient-dense meals and look to reduce ultra-processed foods. From protein-led egg and meat combinations to fibre-focused oats and granola, and gut-friendly ingredients including kefir and chia, the new menu reflects the growing appetite for breakfasts that offer more than a traditional grab-and-go option.
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 menu will be available from open until 11.00am at 80 JOE & THE JUICE stores including London, Manchester, Birmingham and beyond from 9th September 2026
To celebrate the launch, JOE & THE JUICE is putting its new breakfast range directly into the customers’ hands. From 9th-13th September, customers can get their hands on a free breakfast wrap before 10am, with made-to-order wraps being given away every morning at selected JOE & THE JUICE stores across London, Manchester, Liverpool and Birmingham, while stocks last.
Meanwhile, JOE & THE JUICE’s London Liverpool Street store will receive a full breakfast takeover from 14-19th September, with customers being able to enjoy a free breakfast wrap with the purchase of a juice, coffee or shake, available all day from opening until close.
