Bai Brands

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Bai Brands LLC
IndustryDrink[1]
Founded2009 in Princeton, New Jersey[1]
FounderBen Weiss[1]
Headquarters,
BrandsBai5
ParentKeurig Dr Pepper
Websitewww.drinkbai.com

Bai Brands is a beverage company founded in 2009 in Princeton, New Jersey.[1] The company offers a line of low-calorie soft drinks (including sodas, bottled water, iced tea, and non-carbonated fruit-flavored drinks) sweetened with erythritol and rebaudioside A (stevia leaf extract), ascorbic acid, and extract from coffea fruit harvested in Indonesia; its flavors typically are identified by the name of an exotic locale along with the natural fruit flavor used. Its flagship product is Bai Antioxidant Infusions.[2] In 2015, it launched a brand of bottled water called Bai Antiwater.[3] On November 22, 2016, it was announced that Dr Pepper Snapple Bottling Group had made a cash purchase of Bai Brands for $1.7 billion.[4] On February 5, 2017, Bai aired their first national commercial during Super Bowl LI due to the success that they had with the regional commercial shown in the previous year's Super Bowl. They spent an estimated $5 million on the ad that also featured Justin Timberlake (the company's Chief Flavor Officer) and Christopher Walken.[5] You can take a more virtual tour of the history of Bai on their website.[6]

Antioxidants lawsuit[edit]

A false advertising class action lawsuit was filed against Bai Brands on May 6, 2014.[7] The lawsuit alleges that Bai Brands made misleading claims about the amount of antioxidants in its Bai5 Antioxidant Infusion drinks.[7] On July 13, 2015, a federal judge in California allowed the plaintiffs to move forward with a portion of the lawsuit.[8]

References[edit]

  1. ^ a b c d "#13 Bai Brands". Forbes. Retrieved October 2, 2015.
  2. ^ Watson, Elaine (August 12, 2015). "Bai Brands under fire over 'antioxidant-packed' claims as judge allows false advertising lawsuit to proceed". Food Navigator USA. Retrieved October 2, 2015.
  3. ^ Arthur, Rachel (August 12, 2015). "Bai Brands launches Antiwater: 'The holy grail in bottled water is functional hydration'". Retrieved October 2, 2015.
  4. ^ "Dr Pepper Snapple to buy antioxidant drinks maker Bai for $1.7 billion" (Press release). November 22, 2016. Retrieved November 22, 2016.
  5. ^ http://adage.com/article/special-report-super-bowl/bai-jumps-super-bowl-justin-timberlake/307562/
  6. ^ https://www.drinkbai.com/history
  7. ^ a b Latif, Ray (August 5, 2015). "Portion of Proposed Class Action Lawsuit Against Bai Brands to Proceed". Bevnet. Retrieved October 2, 2015.
  8. ^ Dye, Jessica (July 14, 2015). "Suit over 'antioxidant packed' drinks can proceed: court". Reuters. Retrieved October 2, 2015.

External links[edit]