🫐 Generous Brands and Sambazon Join Forces

Bolthouse Farms’ and Evolution Fresh’s beverage products manufacturer Generous Brands is expanding its enterprise with a new integrated partnership with Sambazon and will now manufacture and distribute the brand’s bottled açaí juices and smoothies.

🥕 Generous Brands was formed earlier this year when Bolthouse, under private equity owner Butterfly’s guidance, separated into two entities – one for Bolthouse’s carrot business and one for beverage and salad dressings.

🤝 The Sambazon partnership is the first of its kind for Generous, but is likely to not be its last, as the company is in discussions with several other brands to forge similar deals.

📊 “We’re going to be active, looking at different opportunities in higher growth segments that we don’t currently play in,” said Generous Brands Chief Revenue Officer Phil Kooy.

🥣 Sambazon is a key importer and wholesaler of açaí in the U.S. and also produces a variety of food products including smoothie bowls and frozen desserts.The deal with Generous will only cover Sambazon’s CPG beverage products.

Insiders can read the story on BevNET for more details on the partnership.

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Summer marketing campaigns are in full swing. Here’s a look at how beverage brands are capturing consumers as temperatures heat up. 

🧃 Bottled fruit juice smoothie producer Naked Brands has tapped tennis prodigy Coco Gauff as its first “chief smoothie officer.” The multi-year partnership will see Gauff collaborate with the brand on future innovations. 

💀 Liquid Death has teamed up with famed musician Ozzy Osbourne – who knows a thing or two about making poor decisions – in a new ad spot that advises kids not to snort the brand’s Death Dust hydration powder packets. 

🌄 Non-alcoholic canned cocktail brand Free AF has launched “The Driest January Campaign,” which aims to normalize the choice of not drinking. The brand is making this the driest July on Earth by giving away a road trip through the hottest, driest place on Earth – Death Valley, USA – to one lucky winner. 

Keep an eye out for the full marketing roundup on BevNET later today.

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