Orange juice 100% pure juice carton, Joker

Henri Malvoisin settled in Mâcon in 1910 and founded a thriving wine trading business. In the late 1920s, the wine business wasn't doing well, so Henri looked for new wine-based products.

Inventiveness was a hallmark of the Malvoisin family. Brands, products, and slogans had to be created.

In 1929, he launched GRAPP-CUR, an alcohol-free grape juice sold in pharmacies. The slogan was striking: "It's good for your health," and... it was a success! GRAPP-CUR quickly changed its name to ¼ GRAPP. But this name didn't entirely satisfy him.

 

Henri and his wife Louise were passionate about cards. During a game, the little elf with the bell-shaped hat appeared on the green table, and it was a revelation. Just as a young father would register his child's first name in the civil registry, Henri Malvoisin filed the trademark Joker's* on April 8, 1936, under registration number 393. This marked the birth of the first logo: a small, easily recognizable elf. Joko's great-grandfather.

 

* It should be noted that when it was first created, Joker was called Joker's. The "s" would soon disappear.

His son, Jean Malvoisin, was born on July 20, 1906, in Vittel. As a young man, he witnessed his father, Henri, create the Judivin, Grapp Cur, ¼ Grapp, and, of course, Joker brands. After the Liberation, he took over the family business. He was deeply impressed by American magazines, by advertisements... and by the small metal cans of orange juice that the GIs (American soldiers) distributed.

 

In 1948, Jean flew to the United States. He was captivated by this inventive, dynamic country, which seemed so far ahead of the old France, which was still rebuilding. He returned full of enthusiasm.

 

He understood that the juice business needed to be developed and that he had to focus on communication. He was convinced that a brand must also be embodied by a character. He set himself the goal of making Joker known throughout France. Thanks to his keen sense of communication, Jean Malvoisin elevated the small Mâcon brand to the top ranks of French brands.

 

It was he who came up with the idea for the ring-tipped bottle that would become known as the “Bibendum bottle” or “Bib bottle.”

Joker was one of the first brands to advertise on posters, in print media, and in cinemas. Over time, the brand won the hearts of the French.

Jacques Auriac is the artist who created for Joker this character with his mouth wide open on an apple, a bunch of grapes, or a bottle.

 

"The poster is a big person who speaks or doesn't speak." Jacques Auriac

 

Joker began the 1960s with a cartoon. A small character wearing a cap with bells sang on every movie screen in France: "Joker, Joker, I am the good Joker," quickly joined by four other elves whose mission was to pour fruit juice into conical bottles. While the film was produced by Jean Mineur, the music and the drawings show the influence of Walt Disney.

Rarely has a decade been approached with such carefree abandon. After May '68, French morals shifted. Bodies and minds were liberated, influencing fashion, cinema, music, and entertainment. Joker displayed great ambitions.

 

The 1970s got off to a flying start. Faced with a significant increase in demand, a new factory was built in Mâcon. It would continue to expand over the next three decades.

 

Joker marketed a range of pure juices in glass jars.

A decade during which everything changed: the world map, music, the audiovisual landscape, leisure activities, household appliances... And it was precisely in the early 1980s that orange juice became a staple of the breakfast table.

 

In 1982, the television commercial featured a billboard. And all French people had the accompanying song stuck in their heads, Gilbert Bécaud's song: "Who stole the merchant's orange?" became: "Who chose, picked, squeezed the orange? It's Joker."

 

In 1987, to reassure consumers who were convinced that adding sugar to fruit juices was, and still is, strictly forbidden, Jacques Séguéla (the famous advertising executive!) created the campaign that would make a lasting impression. A beautiful naked young woman is lying down, holding a Joker jar in her hand. A voice is heard singing: "When you have nothing to hide, you show it, you show it. Joker has nothing to hide. Joker is one hundred percent pure fruit juice. Joker is the naked fruit."

A series of innovations and recipe optimizations to better meet the concerns of the French population.

 

In 2016, Joker launched the Organic range! Recipes with no added sugar* and containing fruit exclusively from organic farming. This method strictly limits the use of pesticides to preserve the biodiversity of orchards. It was subsequently reworked in 2018 to achieve a Nutri-Score B rating.

 

In 2018, Joker launched a major innovation on the fruit juice market with the first Pure Juice with less sugar thanks to coconut water: the inimitable taste of Joker Pure Juice, 30% less sugar and rated B on the Nutri-Score!

A series of innovations and recipe optimizations to better meet the concerns of the French population.

 

In 2016, Joker launched the Organic range! Recipes with no added sugar* and containing fruit exclusively from organic farming. This method strictly limits the use of pesticides to preserve the biodiversity of orchards. It was subsequently reworked in 2018 to achieve a Nutri-Score B rating.

 

In 2018, Joker launched a major innovation on the fruit juice market with the first Pure Juice with less sugar thanks to coconut water: the inimitable taste of Joker Pure Juice, 30% less sugar and rated B on the Nutri-Score!

Because our consumers' concerns are at the heart of Joker's DNA, the brand is accelerating its shift into nutrition and wellness.

 

In April 2021, Joker launched its brand-new range: Bien Faits! Delicious recipes with no added sugar*, sources of vitamins to indulge yourself while feeling good.

 

And that's not all... In October 2021, Joker is innovating with a brand-new concept: SHOTS! Fruit blends with an intense flavour, enriched with vitamins and minerals to boost your taste buds and your day!

 

These new launches demonstrate that innovation is at the heart of Joker's DNA. We are committed to continuing to develop fruit juices by integrating the current and future challenges of our society: the health of people and our planet. This will include innovations in fruit, packaging, and innovative recipes. Great adventures await us for many years to come!

 

*Like all fruit juices. Contains sugars naturally present in fruits.

Today, nutrition knowledge has grown, but it's becoming increasingly complex! That's why we're doing everything we can to ensure that tomorrow, eating well means enjoying and being simple.

 

We have a strong belief:

 

Eating well means adapting your diet to your own nutritional needs...

 

With our different ranges and varied recipes, it's simple: there's something for every taste and desire!

This renewal is accompanied by new labels to make it easier to understand the benefits of each of our products. 2024 is also the year of innovations and our new communication platform: Joker, ça fait du bien. Discover our two new Pure Fruit & Vegetable Juice recipes, as well as our new Fraich+ range for a refreshing experience!

Ingredients: Orange juice from concentrate, vitamin C.

Please Note

The products we provide are sometimes subject to change by the manufacturers. The data for this product (ingredients, packaging, packing, flavour) may differ from the delivered product. Refer to the product label before use, especially if you are at risk of allergies.