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Mon, 11 Nov 2013 12:00:00 GMT | By Business Insider
13 'small' brands actually owned by giant corporations

From Burt's Bees to Vitaminwater, you might be surprised at who owns these brands.



Naked Juice; Burt’s Bees; Ben & Jerry’s (© Courtesy PepsiCo; Bloomberg via Getty Images/Getty)
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  • Naked Juice; Burt’s Bees; Ben & Jerry’s (© Courtesy PepsiCo; Bloomberg via Getty Images/Getty)
  • Odwalla juices (© Courtesy Coca-Cola)
  • Cascadian Farm (© Cascadian Farm/PRNewsFoto)
  • The Body Shop
  • Kashi cereals (© Bloomberg via Getty Images/Getty)
  • As iconic 1960's activist Wavy Gravy (L) looks on, Ben & Jerry's Ice Cream co-founders Ben Cohen (C) and Jerry Greenfield serve the first scoop of the resurrected Ben & Jerry's flavor "Wavy Gravy" at an event in downtown San Francisco Aug. 24, 2005. (© Lou Dematteis/Newscom/RTR)
  • Vitaminwater (© Courtesy Coca-Cola)
  • Burt's Bees (© Bloomberg via Getty Images/Getty)
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Ben & Jerry's isn't owned by Ben & Jerry anymore.

Burt's Bees is marketed as a homespun natural brand from Durham, N.C., and is proudly described as "Earth Friendly Natural Personal Care and Natural Skin Care for The Greater Good." Of course, the brand downplays that it was sold in 2007 for nearly $1 billion to mega-corporation Clorox.

Brands like Burt's Bees and ice cream-maker Ben & Jerry's attract a growing market of environmentally-conscious consumers. They rely on being marketed as local and natural, but many consumers have no clue that these brands now have mammoth multinational overlords.

Lots of the companies started as mom-and-pops, and though selling to a corporation may have been a hard decision, these small-business owners all sought ways to preserve their ideals as part of a large company. When customers accused Burt's Bees of selling out, then-CEO John Replogle said he personally responded to anyone who provided contact information.

Reporting by Kim Bhasin and Patricia Laya, with additional reporting by Alison Griswold.

* All funds in USD.

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