Exciting news in the beverage industry as Generous Brands announces the acquisition of popular kombucha brand Health-Ade for a whopping $500 million. Health-Ade has quickly become a favorite among consumers, with its fermented fizzy tea offering probiotics and immune-boosting antioxidants for gut health benefits. The brand’s retail sales are soaring, approaching $250 million annually across 65,000 locations in the U.S.
Generous Brands, known for its ownership of Bolthouse Farms, has capitalized on the growing demand for healthier beverage options. Consumers are now seeking beverages that not only taste good but also provide nutritional benefits like protein and gut health support. CEO Steve Cornell emphasizes the importance of offering beverages that align with modern nutrition trends, whether through innovation, brand renovation, or strategic acquisitions.
Established in May 2024 by private equity firm Butterfly, Generous Brands focuses on premium refrigerated beverages. The addition of Health-Ade to its portfolio will bring the total number of fresh beverage brands to four, covering a wide range of categories including juice, smoothies, cold-pressed drinks, and more. With projected retail sales nearing $1 billion, Generous Brands is solidifying its position in the market.
The acquisition of Health-Ade from private equity firms First Bev and Manna Tree Partners will further enhance Generous Brands’ offerings, complementing existing brands like Bolthouse Farms and Evolution Fresh. By expanding its portfolio to include Health-Ade’s unique products, Generous Brands aims to meet the diverse needs of consumers and provide retailers with a wider selection of healthier beverage options.
Through strategic partnerships and a focus on innovation, Generous Brands continues to lead the way in the better-for-you beverage market. With a commitment to creating momentum for the entire platform, the company is dedicated to bringing together brands and companies that can drive success and meet the evolving demands of consumers.