Arthur Rowse bought the company in 1900, changed the name to New England Vinegar Works in 1907, and moved the company to Littleton, Massachusetts, in 1930 to be closer to Massachusetts' apple orchards.

In 1919, he added the Veryfine brand name for pasteurized apple juice.

His descendants owned and operated Veryfine until selling it to Kraft Foods in 2004.

[2][3] On October 2, 2007, Kraft announced the sale of Veryfine's Fruit2O water and juice brands to privately held Cincinnati-based Sunny Delight Beverages Co.[4] The sale was completed sometime around the fourth quarter of 2007.

The Veryfine brand continues to be manufactured at other Sunny Delight facilities.