Katy Perry-backed food products firm Bragg explores sale, sources say
NEW YORK - Bragg Live Food Products, which is backed by celebrities Katy Perry and Orlando Bloom, is exploring a sale that could value the maker of apple cider vinegar at more than $500 million, including debt, according to people familiar with the matter.
Patricia Bragg, Paul's adopted daughter, led the business for 65 years, until it was sold in 2019 to Perry, Bloom and other investors including Dragoneer Investment Group and Pressed Juicery founder Hayden Slater. The company's owners are expecting to command a valuation for Bragg equivalent to at least 10 times the company's earnings before interest, taxes, depreciation and amortization of about $50 million, the sources said.
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