How small Cocohagen bites are driving big upsell at Joe & the Juice
A global partnership
When Joe & The Juice first reached out to Cocohagen back in 2017, they were looking for a counter product that matched their modern coffee universe, suited their customers’ on-the-go, but health-conscious lifestyle. What started as a local collaboration quickly grew into a global partnership. This is the story of how it all happened.
The counter snack challenge
“We’re looking for a counter product with eye-catching packaging. We need something that fits our vibe, comes pre-packed, and pairs perfectly with a coffee to go.”That was the brief when Joe & The Juice first reached out to Cocohagen. By that point, Joe & The Juice had already experimented with unwrapped bars on the counter. None of them quite did the trick. Cocohagen was ready to take on the counter challenge. Asbjørn Diemer, founder of Cocohagen, shares what happened next: “We made sure our cocoa and date bar paired perfectly with coffee, shaped it into a convenient bite-sized format, and designed co-branded packaging that clearly showcased both Cocohagen and Joe & The Juice.”
Joe & the Juice stores across more than 20 markets
Since 2017, Cocohagen bars have been the go-to companion for coffee on the go
In 2024, Joe & the Juice's revenue reached a impressive 2.8 billion
From pilot project to global supplier
The collaboration was kicked off as a pilot project in Copenhagen to see if there was real demand for the Cocohagen date bars: "We were surprised by how easily our customers integrated the bites into their regular orders. It quickly became clear that the product had potential far beyond Copenhagen.”From that point, the Cocohagen x Joe & The Juice collaboration went global.
But meeting the demands of a global market – including the U.S. – meant a whole new setup. “I was watching a Netflix series about Pablo Escobar,” Asbjørn says. “At one point, he points at a map near Miami and says, ‘Stop sending everything through there.’ That got me thinking about our own setup with suppliers.”Instead of shipping large pallets, Cocohagen began sending smaller deliveries by courier. This approach means shorter lead times, reduced food waste, and fresher products. Today, they’re fully equipped to serve overseas markets and can deliver to the U.S. in just three to four days.
Matching brand vision and market demand
With Cocohagen bars, Joe & The Juice has found a counter product that aligns with both their own and their customers’ strong focus on sustainability and animal welfare. And as the demand for clean and environmentally conscious products continues to rise, Cocohagen proved to be a natural partner for Joe & The Juice with shared values and USPs such as vegan, 100% organic, plant-based, and gluten-free. From a single counter in Copenhagen to cafés across the globe, Cocohagen’s journey with Joe & The Juice is far from over. With Iceland and the Middle East up next, the bars are well on their way to becoming a global favourite.
“As consumers care more and more about sustainability, clean ingredients, and health, being able to deliver on strong USPs — like Cocohagen does — has become increasingly important. That’s a big reason why we really value working with them.Cocohagen has also been a great supply chain partner. They offer short lead times and low MOQs (Minimum Order Quantity), thanks to their switch to parcel shipping with couriers. This setup gives us the flexibility to grow together and expand globally.”
Mathias Nielsen, Supply Chain Director at Joe & the Juice.
