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Sources Say Katy Perry-Backed Food Products Firm Bragg Explores Sale


Bragg Live Food Products, backed by celebrities Katy Perry and Orlando Bloom, is exploring a sale that could value the maker of apple cider vinegar at over $500 million, including debt, according to sources familiar with the matter.

The Santa Barbara, California-based company, which also has investment firm Swander Pace Capital among its investors, is working with Bank of America to attract potential buyers, including private equity firms, the sources said, speaking on condition of anonymity.

Swander Pace and Bank of America declined to comment, and Bragg did not respond to requests for comment.

Founded in 1912 by Paul Bragg, the company is renowned for its apple cider vinegar products as well as its salad dressings, seasoning blends, olive oil, beverages, and other food ingredients. Patricia Bragg, Paul’s adopted daughter, led the business for 65 years until it was sold in 2019 to Perry, Bloom, and other investors, including Dragoneer Investment Group and Pressed Juicery founder Hayden Slater.

Bragg’s products are sold through supermarkets, e-commerce retailers, and natural foods stores in the United States and other countries.

The company’s owners are expecting to command a valuation for Bragg equivalent to at least 10 times the company’s earnings before interest, taxes, depreciation, and amortization (EBITDA) of about $50 million, the sources said.

The food ingredients sector has seen active dealmaking in recent months. Private equity firm Butterfly Equity is exploring a sale of Chosen Foods, while Falfurrias Capital is running a sale process for Sauer Brands, Reuters has previously reported.

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