Bragg Live Food Products, endorsed by stars Katy Perry and Orlando Bloom, is considering a sale that could value the company at over $500 million, including debt.
Based in Santa Barbara, California, Bragg is backed by investment firm Swander Pace Capital and is collaborating with Bank of America to attract potential buyers, including private equity firms, according to insiders who requested anonymity.
Established in 1912 by Paul Bragg, the company is renowned for its apple cider vinegar, as well as its salad dressings, seasoning blends, olive oil, beverages, and other food ingredients. Patricia Bragg, Paul’s adopted daughter, managed the company for 65 years before its sale in 2019 to investors including Perry, Bloom, Dragoneer Investment Group, and Pressed Juicery founder Hayden Slater.
Bragg’s products are available in supermarkets, e-commerce platforms, and natural food stores across the United States and internationally. The current owners are seeking a valuation for Bragg that is at least 10 times its earnings before interest, taxes, depreciation, and amortization (EBITDA), which is approximately $50 million, according to sources.
The food ingredients sector has seen significant deal activity recently. Private equity firm Butterfly Equity is exploring the sale of Chosen Foods, while Falfurrias Capital is in the process of selling Sauer Brands.