- 50% of respondents currently use, or have previously used ACV for health and wellness reasons.
- 58% of current users believe ACV gummies provide the same health benefits as liquid ACV.
Bragg has challenged claims made by Goli, and the National Advertising Division (NAD) of BBB National Programs recommended in January 2022 that Goli "discontinue or modify its advertising to avoid conveying the unsupported message that the amount of ACV contained in its gummies is associated with the health benefits of traditional liquid ACV."
Bragg also noted in the current press release that gummies "almost always contain added sugar, which helps with taste, but certainly does not help with blood sugar levels."
"First and foremost, we want consumers to be aware of unsubstantiated health claims of ACV supplements delivered in gummy supplement format, and we advocate for more transparency in product labeling," saidLinda Boardman, Bragg CEO, in the release. "In order for the survey findings we are issuing today to have been even more impactful, we would have had to provide them to the National Advertising Division at the time when we originally issued our complaint about the questionable health claims of the leading ACV gummy brand's products. Though we have evidence of consumer confusion caused by that particular product in the marketplace, as explained here, this evidence was not admissible for the NAD's review process. Still, we feel a responsibility to shine a light on the truth about ACV gummies and we are pleased that our efforts are making a difference."
Bragg Scientific Advisory Board member Dr. Jeffrey B. Blumberg, Ph.D., Professor Emeritus of nutrition science and policy at Tufts University, advised: "Consumers should know to look for ACV products with labels that list proper dose (750 mg) of acetic acid and have no added sugar. That can be difficult when many brands do not offer that detail on their nutritional label. Those products should be avoided. Also, if a label lists an amount of 'apple cider vinegar powder,' one cannot assume that means the appropriate dose of acetic acid is included. In fact, most formulas use ACV of 5% acid content, meaning 750 mg of ACV powder yields just 37.5mg of acetic acid – or 5% of the clinically proven daily dosage. Considering the amount of money consumers spend on non-efficacious ACV gummies which have very little acetic acid, ACV gummies seem like very expensive candy more than anything else."