Nestle

American equity firm Brynwood Partners has bought Juicy Juice brand from Swiss multinational food and beverage firm Nestlé, for an undisclosed amount.

The move comes on the heels of the decline in Juicy Juice sales and it forms a part of Nestlé’s strategy to divest weak brands.

According to a Brynwood’s spokesperson, the transaction value will not be more than $200m.

The company has payed for the acquisition through its buyout fund of $400m.

Juicy Juice has recorded over $275m in annual sales, which is less compared to $500m reported seven years ago, reports The Wall Street Journal.

Nestlé’s Juicy Juice products provide an excellent source of vitamin C with no added sugars and are made from real fruit juice.

Earlier in January 2014, Brynwood Partners has acquired Joseph’s Pasta Company from Nestlé Prepared Foods, through its newly-formed portfolio company JPC Acquisition.

The financial terms of this transaction were not disclosed.

Joseph’s Pasta artisan products include stuffed cannelloni, stuffed ravioli, stuffed tortellini, gnocchi, and manicotti.

Image: Nestle’s headquarters. Photo: courtesy of Nestlé.