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Never mind goji berries, chia seeds and kale. On Sept. 9, Suja Juice, a trendy entry in the ongoing battle for our superfood dollars, released Midnight Tonic, an all-black, limited-edition beverage that it spent weeks seeding, without explanation, to health-conscious celebrities with active social media lives.
The mysterious drink, of which only 1,000 bottles were available, crashed the site and sold out within three days of launch.
"The only thing we spent money on was making and shipping the product.
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