USA: Brynwood Partners buys Juicy Juice brand from Nestle

USA: Brynwood Partners buys Juicy Juice brand from Nestle

Private equity firm Brynwood Partners VII has bought the struggling Juicy Juice brand from Nestle USA, Food Business News reports.

Specialised in reduced sugar products for children, the Juicy Juice brand has seen its sales drop back in recent years due to increasing concern about healthy products.

“We look forward to bringing renewed focus and attention to this great brand that has, and continues to hold, a special place with families over many generations,” said Henk Hartong III, senior managing partner of Brynwood Partners. “By further leveraging the brand’s nutritional and wellness attributes, we plan to continue providing our loyal customers with its high quality, great tasting products in innovative packaging formats.”

Juicy Juice is the latest brand to change hands between Brynwood Partners and Nestle, with Joseph's Gourmet Pasta Co. and Pearson Candy Co. also being acquired by the private equity fund last year.  Terms of the deal were not disclosed, however The Wall Street Journal reports that the acquisition is the largest in the firm´s 30 year history.

Source: Food Business News / Wall St Journal