Suja, a cold-pressed juice company founded in 2012 in San Diego, has evolved significantly, marked by strategic investments and operational challenges. Initially gaining traction through local deliveries, the brand saw substantial backing from investors like Coca-Cola, which ultimately increased its stake to become majority owner by 2016. However, operational inefficiencies and market changes prompted a pivot under new ownership by Paine Schwartz Partners in 2021, focusing on wellness shots and enhancing manufacturing processes. As they aim for an IPO, the company emphasizes growth in its shot category while navigating the competitive beverage landscape.