Fresh off its acquisition of Vitamin Water, Coca Cola (NYSE: KO) is looking into buying the Snapple brand, a maker of iced tea and other non-carbonated beverages. The owner of Snapple, Cadbury Schweppes (NYSE: CSG), is splitting itself into two companies at the urging of super-investor Nelson Peltz. It is reportedly in talks with several private equity firms about selling Snapple, and Coke has said it's interested. Spokesman Dana Bolden said that "We're always looking at whether to build or buy", and indicated that the company would also consider developing its own brand in the same category if it doesn't buy Snapple.
An acquisition of Snapple would look like a step down from the Vitamin Water deal, unless it can be had at a great price, which is unlikely. Americans are becoming increasingly focused on healthier, lower-calorie alternatives to soda and Snapple beverages really aren't much lower in calories or sugar than most sodas.
The brand has tremendous value and is probably the leader in its category, but is not destined for the kind of long-term growth that Vitamin Water will see. Vitamin Water was Coke's largest acquisition ever, and buying another big brand like Snapple would mean that the company is on a bona fide buyout binge. Such binges seldom lead to an increase in shareholder value.
