Brynwood Partners has bought Juicy Juice for an undisclosed fee

Brynwood Partners has bought Juicy Juice for an undisclosed fee

The US division of Nestle has divested its Juicy Juice brand to private equity firm Brynwood Partners.

The two companies announced earlier today (2 July) that the juice brand and business will move to Brynwood's Harvest Hill Beverage Co unit. Specific terms of the deal were not disclosed.

Henk Hartong, Brynwood's senior managing partner, said: “By further leveraging the brand's nutritional and wellness attributes, we plan to continue providing … high quality, great tasting products in innovative packaging formats.”

Harvest Hill, which has been set up as a result of today's announcement, will be based in Stamford, Connecticut.

Since forming 30 years ago, Brynwood has acquired 41 corporate brands, predominantly in the food sector, from 15 different sellers.

One of the more recent additions to the Juicy Juice portfolio was Fruitfuls, a reduced sugar variant launched almost two years ago.