What Bragg Live Food does

Bragg Live Food Products, LLC is a Santa Barbara, California-based, family-owned CPG company founded in 1912 by Paul Bragg, operating as the #1 Apple Cider Vinegar brand in the United States (Nielsen US xAOC). The company produces raw, unfiltered organic ACV using a natural two-step fermentation process that preserves the "Mother" culture of proteins, enzymes, and beneficial bacteria, along with a portfolio of adjacent wellness products including Olive Oil, Nutritional Yeast, Liquid Aminos, Marine Algae Omega-3, ACV Supplements, and ACV-flavored Refreshers and Dressings. Supplement products deliver 750mg of acetic acid per serving and the flagship Metabolism Support supplement incorporates a clinically-proven Metabolaid botanical blend (hibiscus and lemon verbena) for natural GLP-1 support.

The company operates a hybrid go-to-market model: direct-to-consumer e-commerce through its own Shopify storefront (with Subscribe & Save 10% recurring subscriptions powered by Recharge Payments) and Amazon, complemented by physical retail distribution across Walmart (1,589 stores for ACV dressings and On-The-Go Pouches), Costco (115 Southeast stores for Organic Coconut Liquid Aminos), and Kroger Family of Stores (nationwide for Pineapple Turmeric ACV Blend). The customer base is diffuse and consumer-driven, spanning health-conscious adults, home cooks, vegan/plant-based consumers, and active/traveling consumers, with pricing ranging from $7.99 (pouches) to $39.99 (supplements) and bundled kits up to $100. Brand is a major asset, with celebrity endorsement visibility (Victoria Beckham), 113+ years of heritage, B Corp certification, and a stack of third-party quality certifications (NSF, USDA Organic, Non-GMO Project Verified, Kosher, Gluten-Free). The 2019 minority investment from LionTree and Swander Pace Capital signals institutional confidence, though the company remains privately held.

Name

Bragg Live Food

Legal name

Bragg Live Food Products, LLC

Website

https://bragg.com

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

51–100 employees

Short description

Bragg Live Food Products is the #1 Apple Cider Vinegar brand in the United States, founded in 1912, producing raw unfiltered ACV, supplements, olive oil, and nutritional yeast for health-conscious consumers and home cooks via DTC e-commerce and mass retail.

Ownership category

akta.pro rank

Product category

Functional Foods and Supplements

NAICS

Specialty Canning (311422), Food Manufacturing (311)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

akta.pro secondary industries

Probiotic & Live-Culture Beverage Production (Shots, Tonics) (AFAFAHAE), Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB), Refrigerated Juices & Smoothies (CRADACAL)

Keywords

• Apple cider vinegar
• Dietary supplements
• Functional beverages
• Nutritional yeast
• Culinary oils and seasonings

Headquarters

HQ city

Santa Barbara

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Bragg operates its own e-commerce storefront (bragg.com) selling products directly to consumers with subscription options offering 10% recurring discounts. Revenue is generated through one-time purchases and subscription/recurring orders.
2. Wholesale/Retail Distribution: Products sold through major retail partners including Walmart (1,589 stores for dressings, pouches at Walmart), Costco (115 stores for Coconut Aminos), and Kroger (national expansion). Revenue generated through wholesale orders to retailers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Bragg Live Food manufactures and sells health-and-wellness food and supplement products centered on apple cider vinegar. Its portfolio includes raw and flavored liquid ACV, ACV capsules and metabolism-support supplements, portable ACV pouches, salad dressings, refreshers, extra virgin olive oil, nutritional yeast, and coconut-based liquid aminos, distributed direct-to-consumer and through major U.S. retail chains.

Product overview

Bragg Live Food Products offers a diversified portfolio of wellness-focused food products centered on apple cider vinegar (ACV) and complementary health ingredients. The core product line includes liquid ACV in multiple sizes (16 oz to 128 oz), ACV supplements in capsule form (including Metabolism Support, Energy, Balance, and Renew variants), and portable On-The-Go ACV pouches. Adjacent product categories include Extra Virgin Olive Oil (Greek Koroneiki), Nutritional Yeast (with B vitamins and protein), Liquid Aminos (coconut-based seasoning), ACV Blends and Refreshers (flavored wellness beverages), and ACV-based salad dressings. The company also offers bundled products (The Vibrant Living Bundle, Core Daily Duo, Mind & Body Duo) and complementary supplements like Marine Algae Omega-3. All products align with the Bragg Philosophy for Vibrant Living, emphasizing organic, raw, non-GMO, kosher, vegan, and unfiltered ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Apple Cider Vinegar (Liquid) Raw, unfiltered, naturally fermented apple cider vinegar made with organically grown apples and 'The Mother'; available in 16 oz, 32 oz, 64 oz, and 128 oz sizes.
• ACV Supplement Capsule supplement delivering 750 mg of acetic acid per serving with added Vitamin D and Zinc, marketed for immunity, metabolism, and everyday wellness support; sugar-free, gluten-free, and NSF certified.
• Metabolism Support Supplement ACV supplement combining Bragg apple cider vinegar with the Metabolaid blend of hibiscus and lemon verbena; includes 750 mg of acetic acid per serving and is described as supporting natural GLP-1 production, appetite control, and fullness.
• On-The-Go Apple Cider Vinegar Pouches Portable single-serve apple cider vinegar pouches offered in Original, Honey Cayenne, and Citrus Ginger flavors; sold at Walmart in 6-packs for on-the-go use.
• ACV Blends Flavored apple cider vinegar product line including Honey, Pineapple Turmeric, Cranberry Apple, and Citrus Ginger variants, combining raw, unfiltered ACV with complementary ingredients.
• Pineapple Turmeric Apple Cider Vinegar Blend Organic raw, unfiltered apple cider vinegar blended with organic pineapple and turmeric, sold in a 16 oz. bottle.
• Honey Cayenne Wellness Cleanse Apple cider vinegar wellness cleanse combining ACV with honey and cayenne for daily wellness routines.
• Marine Algae Omega-3 Vegan DHA and EPA omega-3 supplement derived from marine algae, offered in 60-count softgel bottles.
• Nutritional Yeast Inactive nutritional yeast flakes providing complete vegan protein and six B vitamins (B1, B2, B3, B6, B9, B12), available in Original and Roasted Garlic flavors in 4.5 oz, 12 oz, and 24 oz sizes.
• Organic Extra Virgin Olive Oil Organic, cold-pressed extra virgin olive oil made from Greek Koroneiki olives, available in 32 oz and 128 oz sizes.
• Liquid Aminos Soy-free liquid seasoning made from coconut, providing 16 amino acids and used as a soy sauce substitute in cooking.
• Organic Coconut Liquid Aminos Clean-label, soy-free, gluten-free seasoning made with organic coconut blossom nectar, apple cider vinegar, water, and Balinese sea salt; sold in a 30 oz bottle at Costco.
• Sprinkle Seasoning Salt-free and soy-free seasoning blend for cooking, designed as a clean-label alternative to traditional seasoning mixes.
• ACV Salad Dressings Salad dressings featuring signature organic apple cider vinegar with 'The Mother' and 100% extra virgin olive oil, offered in Vinaigrette, Ginger & Sesame, and Oil-Free Vinaigrette varieties.
• ACV Refreshers Ready-to-drink apple cider vinegar beverages offered in Concord Grape & Hibiscus, Apple Cinnamon, Ginger Lemon Honey, and Honey Green Tea flavors.
• Energy ACV Supplement ACV supplement with added B vitamins formulated for natural energy support.
• Balance ACV Supplement ACV supplement formulated for daily balance and overall wellness support.
• Renew ACV Supplement ACV supplement formulated as part of a thoughtfully blended line for comprehensive wellness support.
• The Vibrant Living Bundle Curated bundle of Bragg products priced at approximately $100, supporting the Vibrant Living philosophy with an option for monthly subscription delivery.
• The Core Daily Duo Two-product bundle priced at $38, providing a 30-day supply of Bragg core daily essentials.
• The Mind & Body Duo Bundle pairing Bragg products targeted at supporting both mind and body wellness; pricing varies by configuration.
• Vibrant Living Cookbook Cookbook featuring recipes that incorporate Bragg products and reflect the Vibrant Living wellness philosophy.

Quantifiable outcome

• One in four Americans waste $500 or more annually on short-lived wellness products
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Save The BeeminorStrategic or Co-development PartnerNon-profit partnership where Bragg supports bee conservation efforts. The company has turned apple farms and another 10-acre parcel into biodiverse bee havens filled with flowers, supporting pollinator health.
• NOW FoodsminorGTM or Marketing PartnerCo-partnership in a nationwide satellite media tour through D S Simon Media promoting healthy summer tips. NOW highlighted its krill oil supplement alongside Bragg ACV products in the promotional segment.
• BiofreezeminorGTM or Marketing PartnerCo-partnership in a nationwide satellite media tour promoting healthy summer wellness. Biofreeze featured its menthol-based pain relief gel alongside Bragg products.
• WaterdropminorGTM or Marketing PartnerCo-partnership in a nationwide satellite media tour. Waterdrop presented its water filtration products alongside Bragg ACV in the promotional segment.
• D S Simon MediaminorChannel Partner/ Reseller/ DistributorMedia distribution partner that produced and distributed Bragg's nationwide satellite media tour featuring Lifestyle Expert Christine Bibbo Herr.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Garden of Life: Garden of Life is a broad incumbent in organic and Non-GMO supplements and nutrition products. Both brands target certified-organic, Non-GMO-verified health consumers and are sold through similar natural and mainstream retail channels.
• Newman's Own: Newman's Own is a mission-driven (B Corp-style) CPG brand with overlapping distribution in dressings, olive oil, and pantry staples. Like Bragg, it combines clean-label ingredients with mainstream retail presence and brand heritage.
• NOW Foods: NOW Foods is a broad incumbent supplements manufacturer that already co-markets with Bragg through satellite media tours. Both compete in vitamins, supplements, and natural foods across similar retail channels with overlapping customer bases.
• Bragg (referencing Bob's Red Mill as closest analog): Bob's Red Mill is a multi-decade heritage brand in natural foods with comparable channel strategy (DTC, mass retail, natural food stores) and similar category leadership positioning in nutritional yeast and pantry staples.

Direct peers

• Pompeian: Pompeian is a direct competitor in Bragg's Extra Virgin Olive Oil line, with overlapping retail distribution at Walmart, Kroger, and Costco. Both brands compete in the premium imported olive oil category with similar price points.
• Goli Nutrition: Goli is a direct competitor best known for Apple Cider Vinegar Gummies, competing head-to-head with Bragg's ACV Supplement format. Both brands target the same health-conscious consumers seeking convenient ACV benefits without the liquid taste.
• Ancient Nutrition: Ancient Nutrition produces multi-benefit supplements and ACV-based products targeting the same wellness consumer. Its founder-driven, science-backed positioning and multi-channel retail approach directly parallels Bragg's growth playbook.
• California Olive Ranch: California Olive Ranch is a direct competitor in the premium Extra Virgin Olive Oil category where Bragg competes. Both brands target health-conscious consumers seeking cold-pressed, single-origin olive oils.

Regional players

• Simple Truth (Kroger Private Label): Simple Truth is Kroger's organic private label that competes directly with Bragg's organic, Non-GMO positioning on shelf. As Kroger expands Bragg's distribution, Simple Truth presents a parallel private-label threat in the same retail environment.
• Langer's Juice Company: Langer's is a comparable bottled juice and wellness beverage brand with mainstream retail distribution (Walmart, Costco, Kroger). Both brands compete in the refrigerated and shelf-stable juice/wellness beverage category with similar packaged formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bragglivefoods
• Xx.com/BraggLiveFoods
• Facebookfacebook.com/bragglivefoods

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bragg Live Food