Who owns Bragg’s? The iconic health food brand, known primarily for its apple cider vinegar, is owned by a combination of private equity firms and key stakeholders. While Paul Bragg and his daughter Patricia Bragg were the original faces behind the brand, Bragg Live Food Products, as it’s now officially known, underwent significant ownership changes in recent years.
Who Owns Bragg’s? – The History Behind It
Founded in 1912 by Paul Bragg, a health pioneer, Bragg Live Food Products was one of the first companies to promote healthy living through diet and nutrition. Paul Bragg was known for advocating natural foods and organic products, and he is often credited with popularizing the concept of healthy foods in America.
His daughter, Patricia Bragg, carried on her father’s legacy for decades, becoming the face of the brand and continuing its commitment to promoting health and wellness. Under Patricia’s leadership, Bragg’s became synonymous with organic, raw, unfiltered apple cider vinegar, a household staple for many health-conscious consumers.
However, in 2019, after years of maintaining the brand’s independence, Patricia Bragg sold a majority stake in Bragg Live Food Products to a group of investors. These investors included several prominent figures in the health and wellness space, as well as private equity firms. Among the new owners are Katy Perry, a globally recognized pop star, and Orlando Bloom, along with investment firm Swander Pace Capital.
Key Stakeholders in Bragg’s Ownership
While Patricia Bragg remains an integral part of the company as an advocate for its products, the brand is now predominantly owned by external investors.
- Swander Pace Capital: This private equity firm, which specializes in growing health and wellness brands, was a major player in the acquisition of Bragg Live Food Products. Swander Pace has a track record of working with natural and organic product companies, making it a strategic partner in growing Bragg’s reach in the global health food market.
- Katy Perry and Orlando Bloom: Both Perry and Bloom were already personal fans of Bragg’s products and joined the ownership team in 2019. Perry, in particular, has been a longtime advocate of healthy living, and her involvement has been seen as a move to help modernize the brand and increase its appeal to a younger demographic.
- Hayden Slater: The founder of Pressed Juicery, another health and wellness company, Hayden Slater also became part of the ownership team. His experience in the natural foods industry and his success in building Pressed Juicery have brought additional expertise to the management of Bragg’s.
With this mix of celebrity involvement and strategic investors, Bragg Live Food Products has been positioned for continued growth in the health and wellness sector.
The Legacy of Bragg’s Apple Cider Vinegar
Bragg’s most well-known product is its apple cider vinegar (ACV), which has been a popular remedy for decades. Made from organic apples and naturally fermented, Bragg’s ACV is raw, unfiltered, and contains the “mother,” a mix of proteins, enzymes, and beneficial bacteria believed to offer health benefits. The vinegar has gained a loyal following for its use in detoxification, digestion, and general wellness.
Bragg’s has expanded its product line over the years, adding nutritional yeast, seasonings, and beverages. However, ACV remains its flagship product, helping the brand maintain its position as a leader in the organic and natural food space.
Bragg’s Impact on the Health Food Industry
Under Patricia Bragg’s leadership, Bragg Live Food Products didn’t just sell products; it also advocated for a lifestyle rooted in natural health. Patricia herself became a well-known health advocate, authoring books on the benefits of organic foods and wellness practices. This holistic approach has been key to Bragg’s long-term success.
The new ownership team has continued to emphasize Bragg’s commitment to organic, non-GMO products. The brand remains a staple in the kitchens of health enthusiasts and is frequently recommended by nutritionists and wellness experts.
Future of Bragg’s: What to Expect
With a robust ownership team consisting of celebrities, private equity firms, and experienced entrepreneurs, Bragg Live Food Products is expected to grow even further. The brand has already undergone a significant modernization with updated packaging and increased marketing efforts to appeal to a broader, younger audience.
Additionally, there are plans to expand the product line to include more wellness-based offerings, including drinks and supplements that fit within the organic and natural product category.
While Patricia Bragg continues to serve as a figurehead and advocate for the company, the future of Bragg’s lies in the hands of a younger, more diverse ownership team that is eager to grow the brand’s presence both in the U.S. and internationally.
Global Reach and Expansion
Bragg’s products, especially its apple cider vinegar, are not only a household name in the U.S. but also enjoy popularity around the world. The brand has a strong international presence, particularly in countries with a growing interest in organic and natural foods. The company’s focus on high-quality, minimally processed products has helped it remain relevant in a market increasingly concerned with health and sustainability.
The involvement of globally recognized figures like Katy Perry is expected to push the brand further into international markets, with a focus on both e-commerce and traditional retail channels.
In conclusion, Bragg Live Food Products has maintained its status as an iconic health food brand, with a loyal following built on decades of trust in its natural and organic offerings. While the brand’s ownership has shifted to include celebrity investors and private equity firms, the commitment to health and wellness remains at the heart of Bragg’s, ensuring its ongoing success in the global marketplace.
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