• vitaminwater

    Marketer of enhanced water sold under the brand names vitaminwater, smartwater and fruitwater.


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    In early 2003, TSG partnered with the founder of Glaceau to provide minority equity capital to support the growth of the business, including expanded distribution and new products.

    When TSG exited its investment to the Tata Group in connection with a recapitalization of the company in 2006, sales had increased by seven times as compared to the year prior to TSG's investment.


    Glaceau pioneered the enhanced water category through its vitaminwater©, smartwater and fruitwater brands. Its waters offered consumers more flavor vs. bottled water and a non-carbonated, lower calorie option vs. carbonated soft drinks, while also providing real functional benefits through vitamin and mineral supplementation.

    Prior to TSG's investment, Glaceau built a regional direct-store-distribution (DSD) network in Metro New York and other Northeastern markets.

    TSG expanded distribution, influencer marketing and new product development.

    Over the course of its partnership with the founder and management team, TSG worked to drive significant value by:

    - Focusing on the vitaminwater© brand

    - Investing significantly, ahead of sales, in building a national independent DSD network

    - Opening new geographies with innovative guerrilla marketing campaigns that drove consumer awareness and trial

    - Developing relationships with celebrities and athletes to further enhance brand appeal, including: Fifty Cent (Formula 50 flavor), Brian Urlacher (54 flavor) and Jennifer Aniston (advertising spokesperson)

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