The Goop-ification of wellness is on the way out (you can thank Gen Z)

The new cheese puff snack brand stresses that they are not a “better-for-you” alternative. They make no promises of rejuvenated digestion, extra nutrients, or plant-based goodness. These “unapologetically indulgent” puffs are just tasty “things for your mouth.” “If you’re worried about Ffups being healthy, you’re on the wrong website,” reads the blunt marketing copy.

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