Available until 11am, the menu comprises three savoury breakfast wraps, each also available as a bowl, and three sweet breakfast bowls. Options include a turkey scramble wrap with egg, turkey bacon, avocado and spinach; a steak ‘n’ egg wrap with steak, scrambled egg, cheese, Cholula and spinach; and an egg and avocado wrap. The breakfast bowls include yoghurt with granola and fruit; overnight oats with banana and almond butter; and a kefir chia bowl with granola and fruit.
Joe & the Juice said the new range has been developed in response to what it describes as growing demand for more substantial and functional breakfast options. The brand cited research showing that 43% of consumers have increased their protein intake over the past year and pointed to growing interest in higher-protein and nutrient-dense foods.
“Breakfast shouldn’t be an afterthought - it should set the tone for your whole day,” says Jon James, UK managing director at Joe & the Juice..
“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 launch is the latest move by the brand to extend its made-to-order food proposition. The 80 stores offering the menu include sites in London, Manchester and Birmingham.