Generous Brands Acquires Health-Ade: A Boost for the Health-Focused Beverage Market
Generous Brands, a company dedicated to health-focused beverages, has made a significant move by acquiring the popular kombucha brand Health-Ade for a whopping $500 million. This acquisition adds a touch of effervescence to Generous Brands’ rapidly expanding product lineup.
Health-Ade, known for its fermented fizzy tea, has become a top-selling functional beverage brand with a strong presence in 65,000 locations across the U.S. The brand, which originated in 2012 at a farmer’s market near Los Angeles, offers a range of benefits including probiotics and immune-boosting antioxidants that promote gut health.
Generous Brands, the parent company of smoothie maker Bolthouse Farms, has been capitalizing on the growing trend of consumers seeking beverages with added health benefits. In the past, consumers focused on products that were “free-from” artificial ingredients, but now there is a shift towards beverages that offer nutritional value and positive attributes like protein and gut health.
Steve Cornell, CEO of Generous Brands, emphasized the importance of providing consumers with beverages that align with modern nutritional needs. The company, established in May 2024 by private equity firm Butterfly, is committed to offering premium refrigerated beverages that cater to evolving consumer preferences.
With the acquisition of Health-Ade, Generous Brands will expand its portfolio to include four fresh beverage brands spanning various categories such as juice, smoothies, kombucha, cold-pressed drinks, protein beverages, coffee, and alternative sodas. The combined retail sales of these brands are expected to reach nearly $1 billion.
Health-Ade was acquired from private equity firms First Bev and Manna Tree Partners, who will continue to hold minority stakes in Generous Brands. This strategic move complements the company’s existing brands, Bolthouse Farms and Evolution Fresh, known for their innovative offerings in the health beverage market.
Generous Brands’ partnership with Sambazon for beverages made with açaí fruit and other superfoods further enhances its position in the market. The addition of Health-Ade strengthens the company’s competitive edge in providing chilled, better-for-you beverages, allowing for quicker and more efficient innovation, manufacturing, and distribution.
According to Cornell, Generous Brands is focused on creating momentum for its entire platform by strategically integrating brands and companies that cater to the diverse needs of consumers and retailers. This approach ensures a wide selection of healthier beverage options that resonate with today’s health-conscious audience.
Generous Brands’ acquisition of Health-Ade marks a significant milestone in the health-focused beverage industry, underscoring the company’s commitment to delivering innovative and nutritious products that meet the evolving demands of consumers.