Dr Pepper invests $15m in minority stake in Bai Brands

By Elaine Watson contact

- Last updated on GMT

Launched in 2009, Bai Brands has grown extremely rapidly in the past three years, generating revenues of $5.2m in 2012; $17m in 2013, and a predicted $50m in 2014. In 2015, it's aiming for $100m
Launched in 2009, Bai Brands has grown extremely rapidly in the past three years, generating revenues of $5.2m in 2012; $17m in 2013, and a predicted $50m in 2014. In 2015, it's aiming for $100m
Dr Pepper Snapple Group has invested $15m in a minority stake in Bai Brands, which has generated explosive growth in multiple retail channels with its 'antioxidant infusion' low-calorie Bai5 beverages.

A spokesman for Dr Pepper, which signed a national distribution deal with Bai 18 months ago, told FoodNavigator-USA: “We've been very pleased with how well the brand has performed in our system since bringing it on in 2013.

“It’s been a great addition to our allied brand portfolio and a complement to our own brand portfolio in our distribution network. This gives us a stronger strategic stake in an innovative, fast growing brand in an emerging category of low-calorie beverages with functional benefits.”

The New Jersey-based firm - which recently added a carbonated version of its flagship drink to its line-up (Bai Bubbles) -  is stocked in leading retailers nationwide from Target and Safeway to Costco.

Ben Weiss Bai founder
Bai founder Ben Weiss

Launched in 2009, Bai Brands has grown extremely rapidly in the past three years, generating revenues of $5.2m in 2012; $17m in 2013, and a predicted $50m in 2014, Ben Weiss told reporters in December. In 2015, it's aiming for $100m (click HERE​).

Asked at the BevNET Live conference in December if Bai had attracted the attention of strategic buyers, Weiss said: "The name is Bai, not sell... I don't really pay much attention to it."

 Bai beverages contain a blend of antioxidant-packed coffee fruit and white tea extracts, and are sweetened with stevia extract and erythritol (each bottle has 5 calories).

Read more about what Ben Weiss has to say about the deal at BevNET​, which broke the story.

Bai bubbles

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