by Lynda Kiernan

An investment group led by Swander Pace Capital, and including Dragoneer Investment Group, entertainers Katy Perry and Orlando Bloom, and Hayden Slater, the founder of Pressed Juicery, has acquired Bragg Live Food Products (Bragg) a pioneer and one of the oldest health and wellness food brands in the world. 

Founded in Santa Barbara, California by Paul Bragg in 1912, Bragg has evolved over the decades to control a portfolio of health and wellness products. The company is known as the pioneer of apple cider vinegar, and has expanded its product lines to include nutritional yeast, amino acids, dressings, seasonings, and ready-to-drink products. 

“Bragg is a uniquely authentic and storied brand with a highly loyal, multi-generational following in the health and wellness space,” said Andrew Richards, CEO and managing director of Swander Pace. “The company enjoys a dominant position in the high-growth apple cider vinegar category, and a long and successful history with its range of healthy products. We are excited to work closely with Bragg’s leadership team — including Patricia Bragg — as we embark on the company’s next chapter of growth.”

With growing focus by consumers on their physical and mental wellbeing, and the role food can play in their overall health, the natural food segment held the largest share of the market at more than 36 percent in 2017. Taking a forward view, between 2018 and 2022, the global health and wellness food market is expected to continue to grow, seeing a CAGR of approximately 6 percent, according to Technavio.

“Similar to their interest in knowing where their food comes from and how it was produced, consumers are increasingly focused on personal health and how their food decisions affect their overall wellness,” said Philippe de Lapérouse and Mark Zavodnyik, of HighQuest Consulting who highlighted health and wellness in their piece, Consumer Trends Driving Change Across The Food And Ag Industry. 

This growth is not only being seen in developed nations, but is now also a reality in emerging countries, according to Market Watch, who notes that the global health and wellness market is cited as the “next trillion dollar industry”. 

“I have spent my entire adult life traveling the world, sharing the Bragg mission with people everywhere, and teaching the benefits of living a truly healthy lifestyle,” said Patricia Bragg, who has been CEO of Bragg Live Foods for 65 years.

“I am so thrilled to partner with Swander Pace, Katy and Orlando, Dragoneer and Hayden to bring Bragg products to more people. Everyone needs to take control of their health to live a long, vital, happy life. This is a very special moment for our brand, and I can’t wait to reach millions more people worldwide.”

I’m deeply familiar and aligned with Patricia’s mission to make the world a healthier and better place,” said Katy Perry, who is a member of the Bragg Board of Directors,“…and I am so honored to have the opportunity to be a part of the team that will bring the magic of the brand to a new generation of consumers.”

“We spent a lot of time thinking about continuity and the next chapter for the business, ” Andrew Richards told BevNet. “We wanted to keep the culture of Bragg and respect the heritage of what they have built as a company. So to be able to do that while working with Patricia, who has been in it most of her life, and Katy, who’s essentially grown up in and around the business, is a really nice consistent progression. We’re bowing to the past, but moving on into the future.”

 

– Lynda Kiernan is Editor with GAI Media and daily contributor to GAI News. If you would like to submit a contribution for consideration, please contact Ms. Kiernan at lkiernan@globalaginvesting.com.