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Bansk Group has entered into a definitive agreement to acquire a majority stake in So Good So You.
Founded in 2014, So Good So You is a wellness shot brand, founded in Minneapolis by Rita Katona and Eric Hall. The company produces organic, cold-pressed fruit and vegetable shots containing functional ingredients such as probiotics, vitamins and adaptogens.
The deal, terms of which were not disclosed, will see So Good So You’s co-founders Katona and Hall retain equity and board representation as the company enters its next phase of expansion. Existing investor Prelude Growth Partners will exit its minority position as part of the transaction.
For Bansk, the investment aligns with its strategy of backing differentiated, purpose-driven consumer brands across food and beverage, personal care and health categories. The firm, which manages more than $5 billion in assets, cited So Good So You’s combination of product efficacy, taste and brand authenticity as key drivers behind the deal.
With Bansk’s backing, So Good So You is expected to accelerate distribution, expand its product portfolio and scale marketing efforts to reach a broader consumer base.
Brian O'Connor, senior partner and chief investment officer at Bansk Group, said: "Consumers are increasingly seeking convenient, food-as-medicine solutions that fit seamlessly into their daily routines. So Good So You has been instrumental in developing the category through its high-quality products, continued sales and marketing investments, and exciting innovation across function, flavour and format."
A certified B Corporation, So Good So You has built its brand around sustainability and transparency, operating a zero-waste manufacturing facility powered entirely by renewable energy. This positioning has become a key differentiator in a market where consumers are placing greater emphasis on environmental and social responsibility.
Eric Hall, co-founder and CEO, added: "Bansk is deeply aligned with our core values around sustainability and investment in people, and their track record of scaling purpose‑driven consumer brands makes them the ideal partner for So Good So You's next chapter."
In addition to its core refrigerated shot portfolio, So Good So You has recently expanded into adjacent formats, including a line of plant-based sparkling energy drinks.
Hall continued: "With Bansk's support, we look forward to expanding our reach and continuing to deliver products that help consumers feel good every day. We are grateful for the support from our prior investors, including Prelude Growth Partners."
Top image: © So Good So You
