Azalea Capital Boosts Pickle Juice Expansion
Deal News | Jun 18, 2025 | Azalea Capital LLC
Azalea Capital, a private investment firm based in Greenville, South Carolina, has announced its investment in The Pickle Juice Company, a functional beverage brand located in Mesquite, Texas. The investment aims to fuel Pickle Juice's ambitious plans for product innovation, operational scaling, and global distribution growth. Known for its efficacious muscle cramp prevention and rapid electrolyte replenishment, Pickle Juice products are USDA Organic-certified and available in various sizes across thousands of retail and specialty channels in the U.S., Canada, Australia, and South Africa. The newly appointed CEO, Filip Keuppens, and Chairman of the Board, Michael Stoeckle, will drive Pickle Juice’s expansion into new markets, supported by Azalea's strategic expertise and shared values. With over 13,000 distribution points, Pickle Juice is strategically positioned to diversify into additional health and wellness categories. Azalea Capital specializes in enhancing growth prospects for Southern and Midwest U.S.-based companies in several industry sectors, including Food, Consumer, Ag, Pet, and Industrial markets.
Sectors
- Functional Beverage
- Private Equity
Geography
- United States – Both Azalea Capital and Pickle Juice are headquartered in the U.S., with Azalea in Greenville, SC, and Pickle Juice in Mesquite, TX.
- Global – The article mentions the global distribution of Pickle Juice products across the U.S., Canada, Australia, and South Africa, indicating an international growth strategy.
Industry
- Functional Beverage – The article focuses on Pickle Juice, a company in the functional beverage space known for its unique formulation that addresses muscle cramps and replenishes electrolytes.
- Private Equity – Azalea Capital's investment into Pickle Juice highlights the involvement of a private investment firm aiming to support and enhance growth plans.
Financials
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Azalea Capital LLC | Investor | Company | A private investment firm headquartered in Greenville, SC, focusing on investments in mid-sized companies. |
| The Pickle Juice Company | Target | Company | A functional beverage company based in Mesquite, TX, known for its anti-cramp and electrolyte replenishing products. |
| Filip Keuppens | CEO | Person | Recently appointed Chief Executive Officer of The Pickle Juice Company. |
| Michael Stoeckle | Chairman of the Board | Person | Former President of Antelope Pet and co-investor in the transaction, now Chairman of the Board for Pickle Juice. |
| Ed Stein | Director of Business Development | Person | Director at Azalea Capital responsible for business development. |