Juicy Juice.
Chicago Tribune MCT—Getty Images
By John Kell
July 2, 2014

Brynwood Partners, a private-equity firm that specializes in acquiring underperforming brands, on Wednesday said it has acquired the Juicy Juice business from food and beverage giant Nestle.

Juicy Juice is a 37-year-old well-established brand, though the business has reportedly faced falling sales in recent years as health concerns chipped away at demand for sugary drinks for children, according to a report in The Wall Street Journal.

Terms and conditions of the deal weren’t disclosed.

The deal was the third Brynwood and Nestle have announced over the past 14 months, following Nestle’s moves to unload Joseph’s Gourmet Pasta Company and Bit-O-Honey. The Juicy Juice deal is the firm’s largest buy-side transaction since it was founded in 1984.

For Brynwood, the deal is the latest for a firm that specializes in North American focused consumer brands, with many of those brands considered lower middle market and at times, underperforming within their industries. The firm’s portfolio also includes Back to Nature and Pearson’s snacks, as well as Zest and Coast soap brands.

Nestle, meanwhile, has sought to unload assets. The company has also recently agreed to sell off PowerBar, Musashi, and the Jenny Craig diet business.

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