SunnyD Acquired in Deal Valued Over $1 Billion as Interest in Nostalgic Brands Surges

SunnyD, the iconic orange-flavored beverage brand known for its bold taste and ‘90s-era popularity, has been acquired by private equity firm Harvest Hill Beverage Company in a deal valued at over $1 billion, according to sources familiar with the matter.

Photo: Kevin Carter/Getty Images

The acquisition underscores renewed investor interest in nostalgic consumer brands that are being revived for modern relevance. SunnyD has seen a resurgence in recent years thanks to strategic marketing, new product formats, and expanding retail partnerships targeting Gen Z and millennial consumers.

Harvest Hill, backed by Brynwood Partners and known for brands like Juicy Juice and Little Hug, plans to further expand SunnyD’s footprint through innovation, DTC engagement, and cross-portfolio synergies. The deal reflects growing demand for scalable legacy brands with emotional equity and growth headroom.

corpbrief insight:

This isn’t just a beverage buy — it’s a bet on memory. SunnyD’s billion-dollar revival shows the enduring power of nostalgia when paired with modern execution.