One of the most widely-known wellness brands in the United States has been bought out by celebrity pop singer Katy Perry, who also holds investments in Bill Gates' Apeel brand.
The wellness brand in question is Bragg Live Foods, which produces popular natural health and wellness products based on apple cider vinegar. Bragg has been around for 106 years.
It turns out that Perry grew up next door to the now-90-year-old Patricia Bragg in Santa Barbara. Patricia inherited the brand from her father Paul whose legacy in influencing wellness leaders around the world is extensive.
From the days of her early childhood, Perry has enjoyed using Bragg products. Perry's mom used to incorporate Bragg products into her daily routine. Still to this day, Perry carries Bragg products with her while on tour to keep her body healthy and her voice in check.
"My mother introduced me to Bragg products," Perry is quoted as saying. "And it's been a staple since my childhood in Santa Barbara and continues to be a wellness remedy in my professional vocal career."
(Related: Learn more about what Apeel's "Organipeel" means for certified organic produce sold in the U.S.)
Often referred to as a health food fairy godmother, Patricia Bragg decided to hang up her hat and sell the company to Perry, her lifelong neighbor and family friend. Bragg also claims to be Perry's biggest fan, having given Perry her first guitar at age 13.
There are many things apple cider vinegar is good for, which is why Bragg has a wildly popular cult following among natural health aficionados.
Concerns raised about possible changes in Bragg products under Perry
There are concerns, however, that Bragg Live Foods products will change, or already have changed, since Perry and other investors took over the brand. A social media post claims the color of the contents of Bragg apple cider vinegar has changed.
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Because of Perry's connection to Gates and his Apeel brand, which produces an artificial peel or coating for "organic" produce like apples, many worry that Bragg is now a different product.
If Perry is a lifelong friend of Bragg, it would seem odd for her to taint the brand. Perhaps the color change seen in the above photo of side-by-side bottles has to do with different batches of apples having a slightly different color appearance.
"First thing she did was dilute it," one commenter wrote about how she believes Perry has already changed the Bragg brand. "Why couldn't she just leave it as it was? Profits I guess. Will be looking for a different brand now unfortunately."
"I'm thrilled that Katy Perry has taken over the Bragg family business," wrote another, offering a different opinion. "I want this product to stay the same great formula as from the beginning."
Another wrote that she feels the Bragg brand has been "ruined" by changing hands to Perry.
"It's so watered down now," this person wrote. "The color is way lighter and the health benefits that I was getting from ACV with the mother no longer existing."
Others noted that the price of Bragg products has gone up since the Perry purchase, which could either be greed or a factor of inflationary economic conditions.
"We can't have anything nice when celebrities get involved," said another. "This product used to be our go to, but since it was placed in the hands of Perry, it's diluted, not effective and utter crap now. Braggs won't be in our house ever again."
What do you think? Has the Bragg brand changed since Katy Perry bought it? Tell us in the comments below.
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