Beverage brand Emma & Tom’s acquired by Soulfresh

Soulfresh, a company focused on better-for-you products, has acquired Emma & Tom’s, a beverage business known for its premium juice range. This acquisition is intended to strengthen Soulfresh’s presence in the juice sector, with both brands aiming to bring more health-focused options to the market. Soulfresh founder, Didi Lo, described the partnership as a “natural fit”, while Soulfresh CEO, Maurice McGrath, called it a “transformative” step forward.

Transaction snapshot

• Deal value: N/A

• Deal multiples: N/A

• Deal type: Acquisition

• Investors: N/A

The acquisition allows Soulfresh to broaden its beverage offerings while leveraging Emma & Tom’s established brand in the juice market. McGrath noted that the partnership enhances Soulfresh’s distribution reach and strengthens its beverage sector foothold, positioning both companies to deliver a wider range of healthier beverage options. This expansion aligns with Soulfresh’s ongoing mission to challenge conventional food and drink choices.

Soulfresh’s product line includes kombucha, plant-based milks, nutritious snacks, and plant-based foods, available in major retailers and independent supermarkets across Australia, New Zealand, and the UK. The integration with Emma & Tom’s is expected to enhance both companies' growth trajectories, providing greater value to consumers.

Emma & Tom’s, founded nearly 20 years ago, has built a reputation for high-quality juices and smoothies. The brand’s commitment to social and environmental responsibility, including its B Corp certification, aligns closely with Soulfresh’s values. Co-founder and CEO of Emma & Tom’s, Emma Welsh, expressed excitement about the partnership, highlighting the opportunity to offer a broader range of healthy drinks and snacks to their customers as part of the Soulfresh portfolio.

Both companies will continue to operate under their respective brand names, with Emma & Tom’s benefiting from Soulfresh’s resources and distribution network to further its reach and impact in the beverage industry.