It happened quietly and without much detail, but TSG Consumer Partners – the same private equity company that backed Vitaminwater and that currently owns a chunk of Cytosport (as well as snack brand Pop Chips, which has many extended relations to the beverage world) – took a minority position in Neuro earlier this year.
The deal was shepherded by Silverwood Partners and is termed a “partnership” on their web site. TSG also quietly acknowledged the news online putting up a mention on its web site on June 29.
Brian Krumrei, a Managing Director at TSG, confirmed that he is now a member of Neuro’s board of directors; he’s no stranger to the beverage business, as he’s also a director at Cytosport.
Beyond that, there wasn’t much word on the deal beyond a mention by company founder Diana Jenkins in June.
Neuro recently made a couple of tweaks to its product line, changing “Gasm” to “Passion” and reformulating Neuro Trim.