Pirate's Booty Creator Sets Sail with New Partners and Company Name

SEA CLIFF, N.Y., Oct. 21 /PRNewswire/ -- Robert's American Gourmet Food, LLC , leader and manufacturer of all-natural snacks including the iconic Pirate's Booty, today announces an investment partnership as well as a new name - Pirate Brands.

Robert's American Gourmet Food, LLC founder and CEO, Robert Ehrlich, has joined forces with Mike Repole, former president and co-founder of Energy Brands, Inc., known as Glaceau Vitaminwater, which Coca-Cola acquired in 2007. Repole made a capital investment and now owns a majority stake in the company along with VMG Partners, a branded consumer products-focused private equity firm with offices in San Francisco and Los Angeles. Ehrlich continues his duties as the CEO and maintains a significant stake in the company.

"I've always been a huge fan of the brand. I've been observing Robert and the tremendous innovation he has brought to the all-natural snack category over the last 10 years. I've been incredibly impressed with what he's done with brand development and his creative genius," stated Repole. "I really wanted to be a part of Pirate Brands (formerly known as, Robert's American Gourmet, LLC) and see the company reach its full potential, which I confidently feel is limitless," he continued.

Robert's American Gourmet Food, LLC will now officially be doing business as Pirate Brands. The name, Pirate Brands, is symbolic of the growth and evolution of the brand and its portfolio of products. "Pirate Brands" represents the brand attitude of leading the snacking revolution by creating products for the whole family that are fun, all-natural, baked and delicious. The vision will be applied to the product packaging, point of sale, the company's advertising efforts, as well as the corporate Web site, www.piratebrands.com.

"Pirate's Booty really resonates with our consumers, so as we look to build our portfolio of healthy snacks, we feel that the iconic pirate should continue leading the crew and take the brand to the next level. That's how the name 'Pirate Brands' was developed," stated Ehrlich.

Repole went on to say, "We are very excited about the amazing growth we've had in our first year, and this is only the beginning. Now at Pirate Brands, we're taking the company to new heights with flavor innovation on Pirate's Booty and the development of several new lines. We're also going to introduce some really incredible characters, who will join the Pirate and continue to lead the healthy snacking revolution."

Since the partnership, the company has gone from five people to a crew of over 50. Further, sales have increased over 100-percent in just one year.

Ehrlich added, "The personality of the brand has always connected with consumers and our products stand-out on shelves. We are more focused than ever on continuing to give consumers fun, all-natural, tasty snacks, as we have for the last 20 years. With the introduction of new products and characters, 2010 will be a huge and exciting year for Pirate Brands."

Pirate Brands

Pirate Brands, a leader and manufacturer of all-natural snacks, is located in Sea Cliff, NY and has been creating healthier treasures since 1987. The company was founded on the belief that you shouldn't have to "snackrifice" taste and fun for health. Pirate Brands produces deliciously baked, all-natural snacks including Pirate's Booty, Smart Puffs and Original Tings. Pirate Brands' snacks are free from fryers, trans fats and ingredients you can't pronounce, arrrrrr. Products are sold in the US and Canada. For more information visit: www.piratebrands.com.

VMG Partners

VMG Partners is a private equity investment firm with an exclusive focus on acquiring highly branded consumer products companies in the lower middle market. The firm's defined set of attractive target industries include lifestyle, wellness, food/beverage, personal care, pet and leisure. The firm is led by a seasoned group of partners who have worked together over many years and whose complementary operating, marketing, and investing skills help to source proprietary transactions and enhance the value of the brands they acquire. The firm currently has $325 million of committed equity capital. VMG Partners is headquartered in San Francisco and Los Angeles. For more information, visit www.vmgpartners.com .

SOURCE Robert's American Gourmet Food, LLC

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