Generous Brands completes acquisition of Health-Ade

Leader in kombucha tea beverages in the US to strengthen Generous Brands’s expanding portfolio of premium, high-growth functional beverages

Generous Brands, a Butterfly portfolio company and a leader in premium refrigerated beverages in the US offering the Bolthouse Farms, Evolution Fresh, and SAMBAZON brands, announced that it has completed its acquisition of Health-Ade, a fast-growing leader and innovator in kombucha tea beverages, from private equity firms First Bev and Manna Tree Partners (“Manna Tree”), who will also continue on as minority shareholders in Generous Brands.

Since launching in spring 2024, Generous Brands has built a portfolio that spans juice, smoothie, kombucha, cold-pressed, protein, coffee, and alternative soda categories. The fast-growing Health-Ade brand will complement existing portfolio brands Bolthouse Farms, Evolution Fresh, and SAMBAZON beverages to create a leader in premium refrigerated beverages. The new portfolio, nearing $1 billion in retail sales, will have meaningful scale, channel strength, and significant owned manufacturing capabilities, cementing its leadership position in the category.

The Health-Ade brand has grown rapidly from its origins as a kombucha sold at the Brentwood Farmers Market in 2012 to become a top-selling functional beverage brand in the US, with retail sales approaching $250 million annually and products in 65,000 outlets nationwide. The kombucha segment has experienced consistent growth over the last five years, and Health-Ade is on track to continue growing in this expanding category.