Axum Capital Partners, the US private equity firm, has agreed to acquire a controlling interest in Barcode, a US performance hydration brand.
The transaction, which is expected to close during the third quarter of 2026, is described as representing a significant milestone in the brand’s journey. Produced by Drink Barcode, Barcode Performance Water is marketed as an all-natural, plant-based hydration drink containing ingredients including vitamins D, B6, B12, magnesium and ashwagandha, with no added sugar.
Highlighting the strategy, Muhsin Muhammad, a Managing Partner at Axum Capital Partners, stated: “We are thrilled to be partnering with BARCODE; it further advances our strategy and commitment to collaborate with distinctive health and wellness consumer brands […] to accelerate growth, drive operational excellence, and create long-term value”. He added: “With the global health and wellness food and beverage market expected to exceed $2 trillion by 2033, Axum is reinforcing its commitment to backing category-defining health and wellness brands”.
Barcode was co-founded by NBA champion Kyle Kuzma, with NBA All-Star Victor Wembanyama serving as its primary brand endorser.
Source: Axum Capital Partners (via BusinessWire)
