The apple cider vinegar community is blaming Katy Perry for Bragg‘s allegedly new watered-down formula. Customers have taken to social media to express their disappointment at this supposed “change” to Bragg’s product, as TikToker @tennesseejill uploaded a video in an aisle full of Bragg’s apple cider vinegar, pointing out that some bottles were darker while others had a lighter hue. “A couple months ago, my friend told me that Bragg changed their potency. Probably because it’s helped so many people,” the TikTok alleged in the clip. The clip has over 1.4 million views, and 117,000 likes.
“I didn’t believe her, I thought this was a brand I could trust,” she added. She then showed the bottles from her December 18 visit. TikToker Jill described the situation in the caption as “heartbreaking.”
In the comments section, the hardcore apple cider vinegar (ACV) fanatics started throwing the singer’s name under the bus. One person wrote: “I heard Katy Perry just bought this company. Can’t trust it anymore.” Another said, “It’s diluted with Katy Perry.” One person added, “Company was bought out by Katy Perry. So of course they will cheapen the product,” to which Jill replied, “Agreed. People are telling me I’m being ridiculous, but I have never seen this of Bragg, then I hear KP owns it now, explains it all.” One person wondered, “just trying to understand what the hell Katy perry is doing owning ACV? Lol.”
Linda Boardman, chief executive officer at Bragg Live Food Products addressed this in a statement to Eater. She denied there had been any changes to the formula and added that any differences are down to it being organic. “Because Bragg Apple Cider Vinegar is a live, unpasteurized and unfiltered product, color variation is expected. This variation can be attributed to the type of apples used, the season or the particular harvest, and the age of the living product within.”
In 2019, Perry and her fiance Orlando Bloom acquired Bragg with three other investors, per the Independent. The Santa Barbara-based brand has become a well-known health food brand since its creation in 1912 by renowned health advocate Paul Bragg. Perry, who grew up in Santa Barbara, said her lifelong friendship with the Bragg family motivated her to become an investor. “Patricia has been part of my family forever, even giving me my first guitar,” Perry said of CEO Patricia Bragg in the release. “My mother introduced me to Bragg products, and it’s been a staple since my childhood in Santa Barbara and continues to be a wellness remedy in my professional vocal career.”