Functional Beverages Leader Generous Brands to Acquire Health-Ade Kombucha
Generous Brands, a portfolio company of Butterfly and a recognized leader in premium refrigerated beverages across North America, has announced that it has entered into a definitive agreement to acquire Health-Ade, a pioneering brand in the fast-growing kombucha category. Health-Ade, known for its gut-friendly fermented tea beverages, will be acquired from private equity firms First Bev and Manna Tree Partners. Both firms will retain minority ownership stakes in Generous Brands and continue to support the company’s long-term growth strategy.
This strategic acquisition marks a significant milestone in Generous Brands’ journey to build a powerhouse in the fresh, functional beverage sector. The company currently manages a collection of health-oriented brands including Bolthouse Farms, Evolution Fresh, and SAMBAZON. The addition of Health-Ade strengthens the company’s leadership in multiple high-growth beverage segments, including kombucha, cold-pressed juices, smoothies, functional shots, protein shakes, and alternative sodas.
Upon completion of the transaction, Generous Brands will own and operate four synergistic and mission-driven brands—Bolthouse Farms, Evolution Fresh, SAMBAZON, and now Health-Ade—collectively spanning a wide array of beverage categories. With a robust presence across mainstream and natural retail channels, the combined portfolio is expected to generate nearly $1 billion in retail sales annually. Generous Brands also markets and sells a line of refrigerated dressings under the Bolthouse Farms label, which complements its broader nutrition-forward offerings.
With strong in-house manufacturing capabilities, a broad-reaching distribution network, and a high-performance commercial team, Generous Brands is uniquely positioned to scale innovation, drive retail expansion, and continue delivering on the growing demand for clean-label, functional beverages. The acquisition of Health-Ade aligns with the company’s core mission: to inspire people to thrive by harnessing the power of vibrant nutrition.
Positioning for the Future of Functional Beverages
As consumer preferences evolve toward healthier lifestyles and better-for-you products, the beverage landscape is undergoing a transformation. Shoppers are increasingly seeking functional beverages that not only satisfy on taste but also offer added health benefits such as immune support, gut health, and clean energy. Health-Ade’s kombucha offerings deliver on these expectations, offering a refreshing and naturally fermented drink packed with probiotics, antioxidants, and organic ingredients.
“Consumers have entirely redefined the role of beverages, and it’s reshaping the future of our industry,” said Steve Cornell, CEO of Generous Brands. “They’re no longer just seeking flavor—they want function. Health-Ade is a brand that perfectly embodies this shift. With its strong mission, clean ingredients, and products that balance delicious taste with modern wellness trends, Health-Ade is a perfect fit for our platform. We’re thrilled to welcome them into the Generous Brands family as we continue to expand our reach and impact in the premium beverage space.”
Founded in 2012, Health-Ade began as a grassroots brand selling home-brewed kombucha at local farmers markets in Los Angeles. In the span of a decade, the company has grown into a top-performing functional beverage brand with products available in over 65,000 retail locations nationwide. Its commitment to quality, authenticity, and wellness has helped it become a standout in the kombucha segment, which has seen consistent category growth fueled by consumer interest in digestive health and natural alternatives to soda.
Accelerating Scale, Innovation, and Access
With the integration of Health-Ade into its growing platform, Generous Brands expects to deliver enhanced benefits to both consumers and retail partners. These include faster innovation cycles, expanded product availability, increased marketing support, and deeper investment in category development. The move is expected to significantly accelerate Health-Ade’s growth trajectory and provide the resources needed to unlock its full market potential.
“This announcement represents the natural next step in Health-Ade’s growth journey,” said Chris Lansing, CEO of Health-Ade. “Generous Brands shares our values and vision for the future—prioritizing exceptional taste, clean ingredients, and consumer wellness. We’re confident that this partnership will open new doors and allow more people to experience the benefits of our gut-healthy kombuchas. We’re incredibly proud of how far we’ve come, and we’re grateful to our founders, First Bev, and Manna Tree for their role in helping us get here.”
Generous Brands: A Purpose-Built Platform for Premium Beverages
The acquisition of Health-Ade comes on the heels of Butterfly’s strategic restructuring of Bolthouse Farms in May 2024, which resulted in the formation of two separate entities: Bolthouse Fresh Foods, which focuses on the brand’s legacy produce business (notably fresh carrots), and Generous Brands, which serves as Butterfly’s dedicated beverage platform.
“We are strong believers in the long-term potential of fresh, functional beverages,” said Adam Waglay, Co-Founder and Co-CEO of Butterfly. “Generous Brands was built to deliver on this promise, and acquiring standout brands like Health-Ade is a core component of our strategy. Health-Ade’s bold vision, innovative products, and deep consumer connection make it a powerful addition to the Generous Brands ecosystem. We look forward to the next chapter of growth together.”
Ongoing Support from Investment Partners
First Bev and Manna Tree, both of whom have played pivotal roles in Health-Ade’s success to date, will continue as minority investors in Generous Brands. Their ongoing involvement reflects their shared confidence in the category and the opportunity ahead.
“Manna Tree’s mission is to back companies that empower people to live better, longer lives,” said Steve Young, Managing Partner at Manna Tree. “Health-Ade exemplifies that mission. It has become a household name in functional beverages by staying true to its values while scaling operations and distribution. We’re proud of the journey so far and excited to support the next phase of growth alongside Butterfly.”
“From the beginning, we saw Health-Ade’s unique potential,” added Kyle Wheeler, Managing Partner of First Bev. “Watching it evolve from a farmers market staple to a category-defining brand has been incredibly rewarding. The company’s dedication to authentic innovation, uncompromising quality, and consumer wellness has always been at its core. This acquisition is a natural evolution, and we believe Generous Brands is the perfect home for Health-Ade’s next chapter.”
Transaction Details
The transaction, which remains subject to customary closing conditions, is expected to be finalized in the third quarter of 2025. Financial terms were not disclosed.
Once closed, the acquisition will cement Generous Brands’ position as one of the most influential platforms in the refrigerated beverage space, poised to lead the industry into a future where taste, health, and functionality go hand in hand.
