Beverage News / Juice & Juice Drinks

Apple & Eve acquires The Switch sparkling juice brand

Acquisition supports juice company’s expansion into school nutrition channel

February 12, 2014

Port Washington, N.Y.-based Apple & Eve LLC acquired The Switch Beverage Co., a Darien, Conn.-based marketer of 100 percent sparkling juices. The acquisition supports Apple & Eve’s plans for growth and expansion in the school nutrition channel, the company says. Terms of the acquisition were not disclosed.

Founded in 2001, The Switch Beverage Co. offers seven sparkling juice flavors that are available in 8-ounce slim cans. The sparkling juices are targeted primarily toward the kindergarten through 12th grade school nutrition channel but also are available at grocery and club retailers.

"We are excited to add The Switch brand of 100 [percent] sparkling juices to our portfolio," said Gordon Crane, president and chief executive officer of Apple & Eve, in a statement. "Our Apple & Eve and Fruitables brands of 100 [percent] juices are among the leaders in shelf-stable juices in U.S. schools. Adding The Switch provides us the strongest portfolio of brands for all possible school usage occasions."

Bill Harrison, vice president of sales for school nutrition at Apple & Eve, added in a statement: "The [U.S. Department of Agriculture] has changed guidelines for foods and beverages sold at schools that go into effect next year that greatly benefit a brand like The Switch. Providing great-tasting beverages that promote health and wellness to U.S. students and school nutrition directors is our No. 1 objective. The Switch has proven beyond a doubt to be a best-in-class brand that students love and nutrition directors trust."

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