Greenwich private equity fund Brynwood Partners VI L.P. says its newly formed portfolio company, High Ridge Brands in Stamford, has acquired the Zest brand from Procter & Gamble, Drug Store News reports.
High Ridge Brands purchased the rights to the Zest brand in the United States, Canada and the Caribbean markets. Brynwood VI has majority ownership in the company.
Terms of the transaction were not disclosed.
Zest, famous for its “Zestfully Clean” advertising campaign, was launched in 1952 by P&G and is known for its bar soap and body wash products.
“We are delighted to announce the acquisition of the Zest brand,” stated Dario Margve, nonexecutive chairman of High Ridge Brands and managing partner of Brynwood VI. “We believe that this will be a great new platform investment for our firm and look forward to not only bringing renewed attention and energy to the great Zest brand, but to also adding complementary brands to the company in the future.”
Brynwood Partners L.P. has experience in the personal care space. Margve was CEO of J.B. Williams Co., a Brynwood Partners II L.P. portfolio company, from 1992 to 2002. J.B. Williams’ brands included Aqua Velva, Cepacol, Brylcreem and Lectric Shave. J.B. Williams was divested to Combe.
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