Bragg Live Food Products, the maker of apple cider vinegar, has been acquired by an investor group led by private equity firm Swander Pace Capital. This acquisition is aimed at positioning the wellness brand, which has been in operation for 107 years, for expansion and innovation.
Katy Perry seems to be at the center of a controversy regarding Bragg apple cider vinegar, as fans express concerns about changes in the product’s quality. TikTok user @tennesseejill raised the alarm, showcasing bottles with apparent variations in color and sediment. This sparked a wave of disappointment among fans who trusted the brand, with many now seeking alternative options.
Blame for the perceived changes is being directed at Perry, who, along with her partner Orlando Bloom and others, acquired Bragg in 2019. Social media platforms are buzzing with accusations that the celebrity ownership has led to the dilution of the apple cider vinegar for increased profitability.
Twitter user @RooPhoria alleges that the ACV is being watered down to enhance profits, while Instagram user @nikkimarie_crunchycorner declares a boycott of Bragg. In response, Linda Boardman, CEO of Bragg Live Food Products, insists that there has been no alteration to the formula and attributes any observed differences to natural variations in the organic product. She explains that Bragg Apple Cider Vinegar, being live, unpasteurized, and unfiltered, can exhibit color variations due to factors such as apple types, seasons, harvests, and the age of the living product.
Why are people so concerned about vinegar anyway?
The concern among consumers extends beyond a mere change in salad dressings; it touches on the broader significance of apple cider vinegar (ACV) as a health food with reputed benefits for various ailments. Bragg, with its roots dating back to 1912 when health food advocate Paul Bragg founded Bragg’s Health Food Store, has played a pivotal role in establishing ACV as a health elixir. Paul Bragg, a bodybuilder, and health enthusiast, introduced products like apple cider vinegar, liquid aminos, date sweetener, and nutritional yeast under the banner of Bragg Live Foods during the 1920s.
Paul Bragg’s persona was a unique blend of health and Christianity, associating illness with sin and presenting health as a moral matter. He propagated the idea that ACV, then considered a folk remedy without extensive research, possessed near-miraculous healing properties. By the 1990s, Bragg ACV gained national availability, becoming a staple in the diets of hippie and health-conscious communities.
While apple cider vinegar (ACV) remains a cornerstone of Bragg’s product lineup, touted as the “original wellness elixir” with purported benefits ranging from appetite control to skin toning, skepticism surrounds these claims. The podcast Maintenance Phase, in an October 2022 episode, delves into the myriad falsehoods associated with Bragg Live Foods. The discrepancies include ACV benefits that led to scrutiny from regulatory bodies like the FDA, FTC, and USPS due to false claims, Paul Bragg’s deceptive age-related marketing, and the revelation that Patricia Bragg, portrayed as Paul’s biological daughter, was, in fact, his daughter-in-law.
Despite Bragg’s historical inclusion of Biblical scripture on its bottles, the company’s financial contributions to right-wing organizations like Focus on the Family have also raised concerns. Contrary to Bragg’s health claims, a 2022 report from USA Today questions the evidence supporting ACV’s efficacy in weight loss and dietary issues and highlights potential adverse effects like tooth decay and throat issues with excessive consumption. A 2020 study in the European Journal of Nutrition concludes that the evidence for ACV’s health effects is insufficient. Nonetheless, ACV has persisted as a fixture in wellness and health communities, often intersecting with celebrity endorsements.
Wait, so why is Katy Perry here again?
Orlando Bloom, Perry’s partner, shared the serendipitous story of their involvement with Bragg Live Foods, framing it as a twist of fate. On The Tonight Show in September 2019, Bloom recounted how he and Perry, brought together by their shared love for apple cider vinegar (ACV), seized the opportunity to take over Bragg Live Foods. The Braggs, old family friends of the Perrys, had connections through Patricia Bragg, who attended the church where Perry’s parents served as pastors. Patricia’s desire to retire prompted Perry’s mom to suggest their involvement, leading to the formation of an investor group to carry on the company’s legacy.
According to Linda Boardman, Bragg Live Food Products’ CEO, Patricia Bragg retired in 2019 at the age of 90, inviting a group of investors, including Katy Perry and Orlando Bloom, to assist in steering the company forward. Patricia retained partial ownership, and a new management team was appointed. Perry, described as an active investor and Bragg enthusiast, isn’t involved in the day-to-day operations. This venture into Bragg Live Foods isn’t Perry’s sole venture into wellness; she co-founded De Soi, a line of nonalcoholic drinks featuring “natural adaptogens,” the previous year.
Has Perry responded to the accusations?
As of now, neither Katy Perry nor Orlando Bloom has addressed the backlash, with comments on Perry’s recent Instagram posts reflecting followers’ desires for clarification on the vinegar situation rather than discussions about other topics like shoes or American Idol.
The heightened concern is somewhat understandable, particularly in the context of the pandemic, which fueled an increased focus on wellness and immune system support. Many people sought ways to stay healthy, leading to a surge in wellness culture. Sales of apple cider vinegar on Amazon notably rose by 107 percent year over year between May 2019 and April 2021, with a substantial increase during the peak of the pandemic between March and May 2020. The heightened devotion of ACV enthusiasts may explain the intense reaction to perceived changes in the product.
Despite the panic, the available evidence suggests that this may be a case of an unpopular batch rather than Katy Perry intentionally undermining apple cider vinegar. While this offers relief, the drawback is that those using ACV for purposes beyond flavoring meals may need to reconsider their health routines in light of the revelations.
Does Katy Perry own Braggs?
On social media platforms, fans of Bragg’s apple cider vinegar are expressing frustration and anger toward Katy Perry, the pop star famous for the “Left Shark” incident during a Super Bowl halftime show. The discontent arises from the revelation that Perry, along with her partner Orlando Bloom and other wealthy individuals, acquired the Bragg company in 2019. Fans are attributing perceived changes in the product to the ownership transition, leading to a backlash against Perry and her associates.
Who bought out Braggs?
Bragg, the company known for its apple cider vinegar and other health products, has undergone an acquisition by an investor group. The group is led by Swander Pace Capital (SPC), a prominent private equity firm specializing in consumer products investments, and Dragoneer Investment Group, a growth-oriented investment firm. Additionally, notable co-investors in this acquisition include singer-songwriter Katy Perry and actor Orlando Bloom. The involvement of Perry and Bloom in the investor group signals their interest in the consumer products sector, particularly health-related offerings.
Where does Braggs get their apples from?
Bragg’s Apple Cider Vinegar is made from fresh, crushed, organically grown apples sourced from their very own orchard. The process involves allowing the crushed apples to “mature” in tanks, undergoing two natural fermentation processes to transform into vinegar. This approach emphasizes the use of organically grown apples in crafting their apple cider vinegar.
Did Katy Perry ruin Bragg’s apple cider vinegar?
There have been claims and concerns raised by consumers about changes in Bragg’s apple cider vinegar, including perceptions of it being watered down and a lighter color. Some consumers attribute these changes to Katy Perry’s involvement in the company, suggesting that she has diluted the product. However, Bragg Live Food Products, the company behind Bragg’s apple cider vinegar, has stated that there has been no change in the formula for their apple cider vinegar. They attribute any differences in color to natural variations in an organic product.
It’s important to note that consumer perceptions and experiences can vary, and individual opinions about product changes may differ. If you have specific concerns about a product, it’s recommended to reach out to the company directly for clarification or to seek alternatives that align with your preferences.
Who owns Bragg Live food products?
Bragg Live Food Products has been acquired by an investor group led by private equity firm Swander Pace Capital, investment firm Dragoneer Investment Group, and co-investors Katy Perry, Orlando Bloom, and Hayden Slater, the founder of Pressed Juicery. The acquisition was announced by Bragg Live Food Products, and it reflects a change in ownership for the company.
Who invented apple cider vinegar?
Paul Bragg, a renowned health advocate, is credited with founding Bragg Live Food Products in 1912, making him the pioneer of apple cider vinegar. The company offers a range of health-focused food and dietary products, including condiments, seasonings, dressings, and ready-to-drink beverages.
