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."