This is SoBe Lifewater, brightly colored flavored drinks that the company assures us taste like fruit.
"0 calories, 100% flavor!" the SoBe packaging reads.
But it also says this...
"Help me. Trapped in SoBe factory."
People keep finding it.
It's popping up everywhere...
And causing concern...
And confusion.
"HAS ANYONE EVER SEEN A MSG LIKE THIS IN THEIR BOTTLE CAP?!"
The company usually prints amusing things under its bottle caps.
Well, things that were amusing in 2006, at least.
And, of course, the "Help me" line is a play on the old "trapped in a fortune cookie factory" gag, but a lot of people seem worried about, well, the labor conditions inside Sobe.
BuzzFeed News reached out to SoBe's parent company, PepsiCo, for information, but SoBe has been posting the same response to the countless people writing to them on Facebook.
It reads:
Hi there, we're sorry that our cap slogan caused you concern, that was certainly not our intention. These sayings are intended to give our consumers a little smile or pause for thought, not offense, while they enjoy their favorite SoBe beverage.
We are planning on removing this cap slogan from our current rotation, however, it will take a while for existing stock to run through the market.