This story was first published by Digiday sibling Modern Retail.
Shortly before this summer’s World Cup, where Lionel Messi made a global splash at the tournament, his hydration drink Mas+ shut down less than two years after its debut. Months later, the news was followed by a similar announcement by Unwell, the functional beverage brand by influencer and podcaster Alex Cooper. Unwell, a line of electrolyte, energy and protein drinks, will be discontinued this fall following the rollout of its Halloween-themed flavors.
Celebrity-backed brands, once seen as surefire bets due to their founders’ built-in audiences, are increasingly facing a reality check as the market matures and consumer fatigue sets in. The high-profile exits of Mas+ and Unwell underscore a critical disconnect between mass market demand and the creator-led economy.
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