London-based European Consumer and Retail PE Specialist True acquired a controlling stake in the clean energy drink company Sneak. This purchase also marks the first investment by True from its recently announced Fund III.
Sneak aims to offer consumers a different product compared to those in the already oversaturated energy drink market. Its products contain natural flavor and colors; no sugar and low calories; and high vitamins and mineral content compared to similar energy drinks. Due to this difference with traditional energy drinks; it markets its products as "clean" energy drinks.
The investment by True will seek to support co-founders Will Pierce and Jonny Teeling expand their retail options. At present, the brand only retails through its website.
The deal will help the...