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Bragg Live Food Products Partners With Swander Pace Capital, Katy Perry


Santa Barbara, California-based Bragg Live Food Products Inc., one of the oldest health and wellness brands and the world’s top producer of apple cider vinegar, has been acquired by an investor group led by Swander Pace Capital, a private equity firm specializing in investments in consumer products companies; Dragoneer Investment Group, a growth-oriented investment firm; and co-investors singer and songwriter Katy Perry, actor Orlando Bloom and the founder of Pressed Juicery, Hayden Slater.

Founded in 1912 by renowned health advocate Paul Bragg, Bragg is the pioneer of apple cider vinegar and offers a broad portfolio of other health-focused food and dietary products including condiments, seasonings, dressings and ready-to-drink beverages. Bragg products are available in natural food stores, conventional grocery, mass market and e-commerce retailers globally.

“I have spent my entire adult life traveling the world, sharing the Bragg mission with people everywhere and teaching the benefits of living a truly healthy lifestyle,” said Patricia Bragg, CEO of Bragg Live Foods for 65 years. “I am so thrilled to partner with Swander Pace, Katy and Orlando, Dragoneer and Hayden to bring Bragg products to more people. Everyone needs to take control of their health to live a long, vital, happy life. This is a very special moment for our brand, and I can’t wait to reach millions more people worldwide.”

“Bragg is a uniquely authentic and storied brand with a highly loyal, multi-generational following in the health and wellness space,” said Andrew Richards, CEO and managing director of Swander Pace. “The company enjoys a dominant position in the high-growth apple cider vinegar category and a long and successful history with its range of healthy products. We are excited to work closely with Bragg’s leadership team—including Patricia Bragg—as we embark on the company’s next chapter of growth.”

Perry added, “Patricia has been part of my family forever, even giving me my first guitar. My mother introduced me to Bragg products, and it’s been a staple since my childhood in Santa Barbara and continues to be a wellness remedy in my professional vocal career. I’m deeply familiar and aligned with Patricia’s mission to make the world a healthier and better place, and I am so honored to have the opportunity to be a part of the team that will bring the magic of the brand to a new generation of consumers.”

About the author

Treva Bennett

Senior Content Creator

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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