LOS ANGELES, June 26, 2013 /PRNewswire/ — Strand Equity Partners, a growth equity fund focused on investing in emerging and dynamic consumer brands, announces the acquisition of a minority ownership stake in Bai, an innovative beverage that is 100% natural, only 5 calories, infused with coffeefruit and flavored with exotic fruit juices. Terms of the transaction were not disclosed.

Ben Weiss, Founder and CEO of Bai, launched the brand in 2009 with the mission to share the powerful antioxidant of coffee’s superfruit with consumers by producing refreshing beverages that harness the unique ingredient. Bai (Mandarin for “pure”) delivers 100% natural infusions with one gram of free-radical fighting coffeefruit, naturally sweetened and flavored with exotic fruit juices. In addition, Bai products are kosher, vegan, gluten- and soy-free, and come in various thirst-quenching fruit flavors in addition to its 5-calorie products, Bai5.

“We are thrilled to have Strand Equity Partners, a company with significant experience in growing brands, join our team,” said Ben Weiss, Founder and CEO of Bai. “Their investment demonstrates a strong belief in Bai’s mission, and enables us to grow and expand our reach, giving consumers an alternative to traditional caffeinated beverages.”

“Bai is an innovative brand with a unique concept and extraordinary leadership,” said Seth Rodsky, Co-Founder of Strand Equity Partners. “We are excited to partner with such a game-changing company and be a part of its success and growth.”

Other Strand Equity Partners’ investments include NJOY, Vita Coco, Popchips and Happy Family – which recently sold to Group Danone.

About Bai:
Bai Brands, LLC, makers of Bai 5-Calorie Antioxidant Infusions, is a Princeton-based company founded in August, 2009 by entrepreneur and coffee industry pioneer Ben Weiss. Bai 5-Calorie Antioxidant Infusions are 100% natural, only 5 calories, infused with coffeefruit and flavored with exotic fruit juices. They are naturally sweetened, gluten free, Kosher, vegan, soy-, BPA- and GMO-free. For more information about the line of nine Bai 5-Calorie Antioxidant Infusions and the brand named by Beverage World among the “Breakout Brands of 2012”, visit www.drinkbai.com.

About Strand Equity Partners:
Strand Equity Partners leverages the unique resources, relationships and expertise of its founders. The company was created to be a transformational private equity firm, providing capital, unparalleled connectivity to popular culture and value acceleration to growing branded consumer product companies.

SOURCE Strand Equity Partners