Is Bragg Owned by Katy Perry? The Complete Ownership Story
Quick answer: Katy Perry is a Bragg investor, but she does not independently own the company.
Bragg Live Food Products was acquired in 2019 by an investor group led by private-equity firm Swander Pace Capital. The group also included Dragoneer Investment Group, Katy Perry, Orlando Bloom and Pressed Juicery founder Hayden Slater.
Katy Perry therefore has a legitimate ownership connection to Bragg, but headlines saying she “owns Bragg” leave out the rest of the ownership group. Her exact investment and ownership percentage have not been publicly disclosed.
Here is the complete story.
Who Owns Bragg Apple Cider Vinegar?
Based on the most recent publicly available ownership information, Bragg Live Food Products remains part of an investor group led by Swander Pace Capital.
Swander Pace currently lists Bragg as an active company in its investment portfolio.
The publicly announced investor group includes:
- Swander Pace Capital
- Dragoneer Investment Group
- Katy Perry
- Orlando Bloom
- Hayden Slater, founder of Pressed Juicery
Katy Perry is one investor within this broader ownership group.
It would be inaccurate to describe her as Bragg’s sole owner, controlling shareholder or chief executive without evidence supporting those claims.
When Did Katy Perry Invest in Bragg?
The acquisition was completed in March 2019 and publicly announced in June 2019.
According to the official acquisition announcement from Swander Pace Capital, Bragg was acquired by an investor group led by Swander Pace and Dragoneer, with Katy Perry, Orlando Bloom and Hayden Slater participating as co-investors.
The transaction marked the end of Bragg’s long period as a family-controlled company.
Financial terms were not publicly disclosed.
That means we do not know:
- How much Katy Perry personally invested
- What percentage of Bragg she received
- How much voting control she holds
- The total price paid for Bragg in 2019
- How ownership was divided among the investors
Any website claiming to know Katy Perry’s exact ownership percentage without documentation is speculating.
Why Did Katy Perry Invest in Bragg?
Katy Perry’s relationship with Bragg reportedly began long before the acquisition.
Perry grew up in Santa Barbara, California, where Bragg was headquartered and deeply connected to the local wellness community.
In the 2019 acquisition announcement, Perry explained that her mother introduced her to Bragg products during childhood. She also said Patricia Bragg had been close to her family and had given Perry her first guitar.
Perry stated:
“Patricia has been part of my family forever, even giving me my first guitar.”
She described Bragg as a staple from her childhood and said she continued using its products during her professional vocal career.
Her participation was therefore presented as more than a conventional celebrity endorsement. Perry invested in a company she said had been connected to her family and personal routine for years.
Did Katy Perry Buy Bragg by Herself?
No.
This is the most important fact.
Katy Perry did not single-handedly purchase Bragg Apple Cider Vinegar or become its only owner.
The acquisition was led by established investment firms, particularly Swander Pace Capital.
Katy Perry participated as a co-investor alongside:
- A private-equity firm
- A growth-investment firm
- Orlando Bloom
- An experienced beverage entrepreneur
Some headlines shortened this complicated transaction into phrases such as “Katy Perry buys Bragg.” That language generates attention, but it does not accurately describe the complete deal.
A more accurate statement is:
Katy Perry became one of several investors in Bragg when an investment group acquired the company in 2019.
Who Owned Bragg Before Katy Perry’s Investment Group?
Bragg traces its history to Paul Bragg, who established the business in 1912.
The company eventually became closely associated with Patricia Bragg, who spent decades promoting apple cider vinegar, natural foods, exercise and the wider Bragg lifestyle philosophy.
Before the 2019 acquisition, Patricia Bragg had led the company for approximately 65 years.
Under her leadership, Bragg became one of the world’s most recognizable natural-food companies and helped introduce raw, unfiltered apple cider vinegar with the Mother to mainstream American consumers.
The company expanded beyond ACV into products including:
- Liquid aminos
- Nutritional yeast
- Olive oil
- Salad dressings
- Seasonings
- Beverages
- Supplements
Patricia Bragg supported the 2019 ownership transition and said she was excited to work with the new investors to introduce Bragg products to more people.
She died in 2023 at the age of 94.
Does the Bragg Family Still Own the Company?
Bragg is no longer generally described as a family-owned company.
The 2019 transaction transferred the company to an outside investor group led by Swander Pace Capital.
The Bragg name, history and brand identity remain central to the business, but the company’s ownership structure changed from family leadership to institutional and individual investors.
That distinction matters when comparing Bragg with independently or family-owned vinegar producers.
For example, Fairchild’s Apple Cider Vinegar is manufactured by Golden Valley Vinegar, a family-owned vinegar maker in Fruitland, Idaho.
Read our complete comparison: Fairchild’s vs. Bragg Apple Cider Vinegar: Which Is Better?
Is Bragg Owned by a Private-Equity Company?
Bragg is backed by a private-equity-led investor group.
Swander Pace Capital is a private-equity firm specializing in consumer-products companies. Its investments have included businesses in food, beverages, wellness, household products and personal care.
The firm describes Bragg as a current portfolio company.
Therefore, it is fair to say that Bragg is private-equity-backed.
However, saying “private equity owns Bragg” still simplifies a group that includes Dragoneer and individual co-investors such as Katy Perry.
Does Orlando Bloom Own Bragg?
Orlando Bloom was also publicly identified as a co-investor in the 2019 acquisition.
Like Katy Perry, Bloom’s precise investment and ownership percentage were not disclosed.
Neither Perry nor Bloom was identified as the sole purchaser or controlling owner.
Their celebrity status generated much of the media coverage, but the transaction was led by financial investment firms.
Does Bill Gates Own Bragg?
No.
Online rumors have falsely claimed that Bill Gates purchased Bragg or changed its apple cider vinegar formula.
A Reuters fact-check found no credible evidence that Gates owns or has invested in Bragg.
Bragg also publicly denied that Gates owns the company or has any involvement in its products.
Bill Gates was not named in the 2019 investor group.
Did Bragg Change Its Apple Cider Vinegar After the Sale?
Some customers have claimed that Bragg Apple Cider Vinegar became lighter, clearer or different-tasting after the ownership change.
Bragg denies that it changed its traditional ACV recipe.
The company states that its original apple cider vinegar remains:
- Made from organic apples
- Raw
- Unfiltered
- Unpasteurized
- Naturally fermented
- Made with the Mother
Natural variation can occur in raw, unfiltered vinegar because apples, fermentation activity, sediment and Mother formation are not perfectly identical in every production batch.
However, changes in appearance or flavor can understandably lead customers to ask questions, particularly following a major ownership transition.
The correct approach is to distinguish verified information from speculation:
- The company’s ownership changed in 2019.
- Bragg says the traditional formula did not change.
- Customers have reported perceived differences.
- Public evidence does not establish that Katy Perry or Bill Gates personally changed the recipe.
Was Bragg Put Up for Sale Again?
In June 2024, Reuters reported that Bragg’s owners were exploring a possible sale.
According to the report:
- Bank of America was helping solicit potential buyers.
- The owners were reportedly seeking a valuation above $500 million, including debt.
- Bragg’s estimated annual earnings before interest, taxes, depreciation and amortization were approximately $50 million.
- Swander Pace and Bragg declined to comment.
This did not mean the company had already been sold for $500 million.
“Exploring a sale” means owners are considering offers or testing buyer interest. It does not guarantee that a transaction will happen.
No completed subsequent sale has been publicly confirmed in the authoritative sources reviewed for this article. Swander Pace continues to list Bragg as a current portfolio company.
How Much Was Bragg Sold for in 2019?
The 2019 purchase price was not publicly disclosed.
Media reports confirm the acquisition and identify the investors, but the transaction’s financial terms remained private.
The figure above $500 million appeared in 2024 reporting about a possible future sale—not the amount paid in 2019.
Those are two different events:
- 2019: Bragg was acquired by the Swander Pace-led investor group. Price undisclosed.
- 2024: The owners reportedly explored another sale at a potential valuation above $500 million, including debt.
- Current public record: No authoritative announcement confirming that the proposed sale was completed.
Does Katy Perry Control Bragg’s Products?
There is no public evidence showing that Katy Perry personally manages Bragg’s manufacturing, product formulation or daily operations.
Being an investor does not necessarily mean someone:
- Runs the company
- Controls production
- Selects suppliers
- Changes recipes
- Oversees quality control
- Makes day-to-day operating decisions
Bragg has professional management and an investment group behind it.
Perry’s publicly described role is that of an investor and prominent supporter of the brand—not its sole operator.
Is Bragg Still a Good Apple Cider Vinegar?
Ownership and product quality are related questions, but they are not the same question.
Bragg remains:
- USDA-certified organic
- Raw
- Unfiltered
- Unpasteurized
- Naturally fermented
- Made with the Mother
- Widely available
- One of the category’s most recognizable brands
Bragg’s private-equity ownership does not automatically make its vinegar bad.
At the same time, consumers are justified in caring about:
- Who owns a company
- Where ingredients come from
- How products are manufactured
- Whether formulas change
- How transparent management is
- Whether the product still provides good value
AppleCiderVinegar.com considers Bragg a credible and accessible mainstream ACV, while rating Fairchild’s higher for its family-owned manufacturing, full-strength production and no-water-added approach.
Learn more: What Is So Special About Bragg’s Apple Cider Vinegar?
You can also shop the complete Bragg collection.
Frequently Asked Questions
Is Katy Perry the Owner of Bragg?
Katy Perry is one of several investors in Bragg. She is not publicly identified as its sole owner.
When Did Katy Perry Buy Bragg?
Perry joined the investor group that acquired Bragg in 2019. The transaction closed in March and was publicly announced in June.
How Much of Bragg Does Katy Perry Own?
Her ownership percentage has not been publicly disclosed.
How Much Did Katy Perry Pay for Bragg?
Neither Perry’s investment nor the total 2019 acquisition price was publicly disclosed.
Who Is the Majority Owner of Bragg?
Public announcements identify Swander Pace Capital as the leader of the investor group, but the companies have not publicly released a detailed ownership table identifying each investor’s exact percentage.
Does Orlando Bloom Own Bragg?
Orlando Bloom was named as a co-investor in the 2019 acquisition. His ownership percentage was not disclosed.
Does Bill Gates Own Bragg?
No. Bragg and a representative for Gates have denied that Bill Gates owns or has invested in the company.
Is Bragg Still Family-Owned?
No. Bragg was acquired by an outside investor group in 2019 and is now private-equity-backed.
Is Patricia Bragg Still Involved?
Patricia Bragg supported the 2019 transition after leading the company for decades. She died in 2023 at age 94.
Was Bragg Sold for $500 Million?
Not based on publicly confirmed information.
Reuters reported in 2024 that the owners were exploring a potential sale valuing Bragg above $500 million, including debt. That was a proposed valuation, not a confirmed completed sale price.
Final Answer
Is Bragg owned by Katy Perry?
Partly—but not by Katy Perry alone.
Katy Perry became a Bragg co-investor when an investor group acquired the company in 2019.
That group was led by:
- Swander Pace Capital
- Dragoneer Investment Group
Additional co-investors included:
- Katy Perry
- Orlando Bloom
- Hayden Slater
Perry has a genuine personal and financial connection to Bragg, but the available evidence does not show that she is its sole owner, majority owner or day-to-day operator.
The most accurate description is:
Bragg is owned by a private investor group led by Swander Pace Capital, with Katy Perry participating as one of several co-investors.