Generous Brands has signed an agreement to acquire Health-Ade, enhancing its portfolio in the premium refrigerated beverage sector and aligning with growing consumer demand for health-focused products.

Target Overview

Generous Brands, a prominent player in the premium refrigerated beverage market, has announced a definitive agreement to acquire Health-Ade, an innovative leader in the kombucha tea beverage sector. This acquisition will further expand Generous Brands' portfolio, which already includes well-known names such as Bolthouse Farms, Evolution Fresh, and SAMBAZON. Generous Brands is poised to leverage its infrastructure and expertise to enhance Health-Ade's distribution and brand presence across the United States.

Founded in 2012, Health-Ade began selling its flagship kombucha at local farmers markets and has since grown into one of the top-selling functional beverage brands in the U.S., with retail sales nearing $250 million and products available in 65,000 outlets nationwide. Its commitment to producing high-quality, gut-healthy beverages has positioned Health-Ade as a leading brand in the rapidly growing kombucha category.

Industry Overview

The kombucha beverage industry has seen consistent growth over the past five years, driven largely by increasing consumer awareness regarding health and wellness. As people prioritize gut health and seek functional products with h