PepsiCo gets Naked
This article was originally published in The Tan Sheet
Executive Summary
The soft-drink giant continues adding brands targeted for health-conscious consumers with the acquisition of Naked Juice Company, which says it has achieved annual sales of more than $150 mil. primarily through grassroots marketing and sales efforts. Azusa, Calif.-based Naked, which was controlled by North Castle Partners private equity firm, produces more than 25 juice and juice-smoothie Naked selections made from fruits and nutritional boosts and without sugars or preservatives. The deal, with terms not disclosed, comes the same month PepsiCo launched Fuelosophy, a milk-based product with vitamins A, B, C, D and E that is being sold in test markets including some Whole Foods stores (1"The Tan Sheet" Nov. 20, 2006, In Brief). PepsiCo says nearly all of Naked's beverages qualify for the "Smart Spot designation" it has made for its more than 250 "products that contribute to a healthier lifestyle."...
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