Private Equity Firm Invests in Enhanced Water Category Pioneer

Energy Brands Inc., parent company of glaceau vitaminwater, received an equity investment from The Shansby Group, a private equity investment partnership exclusively focused on premium consumer products.

The announcement was made by J. Darius Bikoff, president and chief executive officer of Energy Brands. The amount and terms of the investment were not disclosed.

Energy Brands intends to utilize the proceeds from The Shansby Group to accelerate the dynamic growth of glaceau vitaminwater, a brand that, based on all industry reports, has connected with consumers from coast to coast and has the potential to become one of the most successful brands in the history of beverages.

"The investment from The Shansby Group provides the company with the financial flexibility to continue building glaceau vitaminwater as a brand that resonates with consumers like me who want to lead a healthier, more purposeful lifestyle," said Bikoff.

The Shansby Group had been following the success of glaceau vitaminwater initially as consumers in San Francisco. "We rarely see a brand that connects with such a diverse group of people on so many different levels like glaceau vitaminwater," said Michael Mauze, managing director, The Shansby Group. "Their innovation in product, packaging and personality is what led us to discover the brand, and after taking a close look at the company and management team, we knew we wanted to partner with them for the long term."

Source: Energy Brands Inc.