Poor reviews, missing product: firms’ anti-woke offerings soak consumers

Rightwing companies are attempting to “bilk” conservative Americans by pushing “anti-woke” products including razors, chocolate and floor cleaner, an analyst said, as the Daily Wire news outlet launched a “reclaim masculinity” multivitamin.

The launch of the “manly green vitamin capsules”, which cost 10 times more than Centrum-branded multivitamins, fits into an emerging pattern of companies selling what they claim are masculine products in reaction to big brands allegedly embracing liberal values.

In an article announcing its multivitamin, the Daily Wire asked readers if they wanted to “buy your men’s health products from a company that partners with drag queens and supports radical organizations that push gender procedures on children”. It did not name any particular company, but the “us v them” dynamic used by the Daily Wire and others is clear.

Buying and consuming the multivitamin will help with that, the Responsible Man website says. It adds that the product, which comes in “manly green vitamin capsules”, “may be the finest Men’s Multivitamin on the market”.

One of the best-known of the rightwing products, Jeremy’s Razors, was launched by the Daily Wire, a rightwing news operation, in 2022, while last year a Georgia man launched Ultra Right Beer, a rightwing alternative to Bud Light, after the latter ran a limited ad campaign with Dylan Mulvaney, a trans activist.

Both products have received poor reviews, but that hasn’t stopped the Daily Wire from entering into the world of vitamins.

“As a man, you have people relying on you and the world conspires to see you fail,” claims the Responsible Man multivitamin website, which was launched by the Daily Wire at the start of May.

“With so much chaos and uncertainty, it’s crucial