LOS ANGELES, CA - Continuing its rapid growth and innovation in the premium beverage sector, Generous Brands has completed a major acquisition to expand its value in the space. The Butterfly portfolio company has formally acquired Health-Ade, a fast-growing leader and innovator in kombucha tea beverages, from private equity firms First Bev and Manna Tree Partners (“Manna Tree”), who will also continue on as minority shareholders in Generous Brands.
“Consumers have entirely redefined the role of beverages, and it’s reshaping the future. They have shifted from just prioritizing taste and exciting flavors to looking for beverages that are also enhanced with healthier ingredients and nutritional benefits,” said Steve Cornell, Chief Executive Officer of Generous Brands. “With its purpose-led brand and products that are positioned at the intersection of delicious taste and modern health trends, Health-Ade fits perfectly into our platform and growth strategy. This exciting addition to the Generous Brands portfolio will accelerate our mission of inspiring more people to thrive through the power of vibrant nutrition.”
The acquisition of Health-Ade will bring the Generous Farms portfolio of premium beverage brands to four; joining the star power of Bolthouse Farms, Evolution Fresh, and SAMBAZON beverages.
The portfolio will be distributed across a diverse set of channels and is expected to generate nearly $1 billion in retail sales. Generous Brands also produces and sells premium refrigerated dressings under the Bolthouse Farms brand. With significant owned manufacturing capabilities, a differentiated distribution network, and a best-in-class commercial organization, Generous Brands is well-positioned to deliver growth and innovation for retailers and consumers alike for years to come.
"We're excited about the addition of Health-Ade to the Generous Brand's platform, which delivers on our commitment that started with adding Evolution Fresh, then Sambazon, to build out the most relevant, functional, healthy refrigerated beverage platform and position it where consumers are actively seeking these functional solutions— within the produce set," said Phil Kooy, Chief Revenue Officer. "This platform allows us to bring the freshest trends, most functional beverages, and leading innovation to deliver breakthrough category insights and growth to our produce partners who have been the core of our success for years."
As health-conscious consumers continue to prioritize a healthy lifestyle, Generous Brands is well-positioned for the future with its leading brands, which offer an assortment of beverages packed with clean ingredients, including nutritional shakes and smoothies, as well as super premium juices. Generous Brands was established in May 2024 as a leading pure-play premium refrigerated beverage platform with Butterfly’s separation of Bolthouse Farms into two standalone entities: Bolthouse Fresh Foods, which encompasses the legacy produce operations of Bolthouse Farms and is a leading supplier of fresh carrots, and Generous Brands.
Health-Ade is one of the leading brands in the kombucha segment, which has been propelled in recent years by consumer interest in gut health products; Health-Ade’s category-leading kombuchas offer delicious functionality powered with probiotics and immune-boosting antioxidants.
Since its founding in 2012, Health-Ade has evolved from selling its flagship kombucha at local farmers' markets into what is now a top-selling functional beverage brand in the U.S., with retail sales approaching $250 million annually and products in 65,000 outlets nationwide, spanning all major retail channels. The kombucha segment has experienced consistent growth over the last five years, and Health-Ade is on track to continue growing in this expanding category. With the addition of Health-Ade, Generous Brands expects to bring the benefits of scale to consumers and retailers – faster and more transformative innovation, broader availability, and additional investments to drive overall category growth for retail partners.
