#kool-ade

When looking at the world in which Steve grew up, there are an impressive number of products that were available in the 1920s, 1930s, and early 1940s that are also recognisable to us in the 21st century. One of these many is the powdered drink — Kool-Aid.

Kool-Aid was the invention of Edwin Perkins, and started its life as a liquid drink by the name of Fruit Smack. This early prototype was one among a wide array of products created by Perkins, including a remedy to tobacco habits called Nix-O-Tine. Fruit Smack was a summer soft drink available in six flavours, appearing around the same time as Coca Cola was gaining national popularity. It became the most popular product in the Perkins Line and was a concentrate that allowed families to make a pitcher full of the drink for mere pennies. In the early years Perkins sold his products via mail order, which was the motivator in the development of Kool-Aid. Due to the form of Fruit Smack, postage of the product was problematic. The liquid was packaged in four-ounce corked bottles — this mean that the product was too heavy for easy postage, and was prone to easy breakages and leaking while in transport. An issue that cost Perkins in lost product and refunds to unhappy customers. To combat this problem, Perkins went about removing the liquid from the product, and creating a powdered drink concentrate, which was more easily packaged in envelopes. Inspired by Jell-O and its use of fruit pectin powder —a process he had perviously perfected himself — Perkins was able to recreate the product into a dry, concentrated, and easily soluble solution originally names Kool-Ade. After some difficulties with packaging materials, which lead the product to miss the 1927 summer season, Cool-Ade hit the market in 1928 — first locally in Nebraska, then by 1929 was being distributed nationwide in food brokers. By 1934 it was being distributed to overseas markets. The name Kool-Aid was adopted and trademarked in 1934, after unconfirmed issues with the -ade suffix.

During the Great Depression, Kool-Aid was able to maintain its popularity and sales through halving the price of packets from 10c to 5c, as well as through launching a major national advertising campaign aimed at children. It was advertised as the inexpensive alternative to soft drinks, and based on sales during the period it seems that many could spare a nickel for Kool-Aid. The product was advertised on radio, in magazines and newspapers, and on billboard. Between 1931 and 1937 sales of Kool-Aid rose from below $400,000 to more that $1.5 million.

In an attempt to balance the seasonal nature of Kool-Aid, Perkins expended the line in 1934. This included four pie filling flavours, ice cream mix, pudding mix called Korlix, and Kool-Aid Bubble Gum. These never achieved the success of the drink mix and were later dropped from the product line due to low sales and the impact of war time rationing of sugar-based manufacturing. The war time rationing also limited the manufacture of Kool-Aid drink mix on the homefront. However, like many manufacturers during the war, the company kept busy producing products for US troops. Perkins Products Co. supplied packets of un-branded “Beverage powder, lemon flavor,” which appeared in US troops’ rations. Following the end of WWII, demand for Kool-Aid was stronger than ever, and sales really took off.

I have no issue imaging Steve being able to afford Kool-Aid, at least from time to time. The only thing I would think would surprise him about Kool-Aid in the 21st century would be the expanded range of products and flavours.

Partner post to: Kool-Aid: Packaging (Images) and Kool-Aid: Advertisements (Images)

Damn