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00:01It's a three billion dollar a year industry.
00:05It's a way to create a special moment in the mundanity of all the things we eat.
00:11And over 16 million Americans drink one every day.
00:16It transformed chocolate into something that we've really never seen before.
00:21But in the 1920s, the chocolate beverage industry as we know it didn't exist.
00:28It wasn't as easy as going to the refrigerator and grabbing a carton of chocolate milk.
00:33Until three ordinary men.
00:36What if Hershey's made chocolate syrup?
00:39Pioneer three iconic products.
00:42There had never been a chocolate syrup in the grocery store.
00:46They made chocolate drinks a thing.
00:48Disrupting the status quo.
00:51He realizes there are no pre-bottled chocolate milk drinks out there.
00:54By reinventing how we consume chocolate.
00:58He envisions the product that would only have to be mixed with hot water.
01:03That's really good.
01:04But they'll face impossible odds.
01:07I'm done with the chocolate drink.
01:09If this doesn't pay off, his business collapses.
01:13And fierce competition.
01:15First Nestle, now Hershey.
01:17As they fight to ensure their groundbreaking creations.
01:20It's like dessert, but it's drinkable.
01:24It was pop that top and it's ready to go.
01:28Will stand the test of time.
01:30They changed the food landscape forever.
01:57The first people to consume chocolate.
01:59Began doing so over 4,000 years ago.
02:04It's believed that the Mesoamericans would take cacao beans and grind them into a paste.
02:10And they would mix that paste with hot water and vanilla and chili and spices.
02:15And they'd brew it.
02:16And you got this frothy drink for ceremonies and for funerals.
02:20That gave people a profound amount of energy and good feeling, but didn't taste anything like the chocolate drinks we
02:30have today.
02:31Those original chocolate drinks are kind of nasty tasting.
02:35You wouldn't look down and be like, oh, that's hot chocolate.
02:38You'd be like, oh, what's that?
02:40And then in Jamaica in the late 1400s, it's believed that people were taking cacao shavings and boiling it with
02:48milk and with cinnamon.
02:49And all of a sudden it turns much more palatable.
02:52And that was one of the first versions of chocolate milk.
02:56By the early 1900s in the United States, drinking chocolate was primarily made by the well-to-do, but it
03:05was hard to make.
03:06You had to boil down the chocolate.
03:09It had to be the right temperature.
03:11It had to be the right proportion of liquid to chocolate.
03:15You had to hammer away at it until the chocolate melted.
03:20By the 1920s, as simple, low-cost confections like the Hershey bar caused the popularity of eating chocolate to skyrocket,
03:29drinking chocolate becomes far less common, and no chocolate drinks are being produced and sold to the masses.
03:37Making a chocolate drink wasn't as easy as going to the refrigerator and grabbing a carton of chocolate milk.
03:44It was just too much work.
03:45And if you really wanted chocolate, you could go spend five cents and buy a Hershey's chocolate bar.
03:52In 1925, the Hershey Company is the biggest name in American chocolate, thanks in part to the latest confection from
04:00their new hire, Sam Hinkle.
04:04Hinkle comes out of Penn State with a chemistry degree, and he's working in the lab for Hershey.
04:10And he developed a winning candy bar for the company.
04:15It's milk chocolate with peanuts inside.
04:21Mr. Good Bar.
04:24While it's an immediate hit, it won't be Hinkle's most iconic creation.
04:30These Good Bar numbers are impressive.
04:33If you have one food success, it's expected that you're the whiz kid, and you will do it again and
04:41again.
04:41So the pressure's on to keep the momentum going.
04:46But Hinkle is not satisfied with just another candy bar.
04:55Actually, sir.
04:57He sees something different that he wants to create in the marketplace.
05:01Everyone is eating Hershey's, but they're drinking Coca-Cola.
05:06In recent years, the popularity of sodas has exploded with the rise of soda fountains.
05:13The passage of prohibition changed the game for soda fountains.
05:18With no alcohol available, people had to get their drinks from somewhere, and soda fountains were it.
05:23Over the last five years, the number of soda fountains in America has grown from 4,000 to 100,000.
05:31Making everything from root beer to Coca-Cola.
05:35In the 1920s, Coca-Cola is without question the largest brand in soda.
05:41But most people don't realize that Coca-Cola was not making most of its money from individual bottles of Coca
05:49-Cola,
05:50but rather by selling the syrup to soda fountains.
05:55And Hinkle saw an opportunity there.
05:57What if Hershey's made chocolate syrup to sell its soda fountains?
06:03In the 1920s, refrigeration was not nearly as widespread as it is now.
06:08So to make a chocolate shake or a chocolate malt, most soda fountains make their own syrup,
06:14which is costly and time-consuming.
06:16Or they buy from some of the local producers in Chicago or New York
06:22because there's not a nationally available chocolate syrup on the market.
06:27At this time, chocolate syrup isn't really that popular.
06:30It's something that most people haven't even heard of or tried.
06:34So clearly, there is a void.
06:36And Sam Hinkle realizes he can use chocolate to make the next big thing in drinks.
06:44Over the next few weeks, Hinkle spends vast sums of company money
06:48trying to create a chocolate syrup that will meet Milton Hershey's rigorous standards.
06:54Hershey was really exacting.
06:56He wanted his chocolate to have a certain taste and a certain texture.
07:01An identifiable Hershey brand.
07:04Hinkle didn't just melt chocolate because if you're not careful,
07:08the fat and the sugars grain up and you get this kind of big chocolate mess.
07:12And if you overheated it too much, you could burn it.
07:15So he was trying to incorporate cocoa powder.
07:19Hinkle experiments with various amounts of cane sugar, cane syrup and water
07:24to create his new chocolate syrup.
07:30Over the next few weeks, dozens of samples are rejected by Milton Hershey.
07:38But Hinkle refuses to give up.
07:45Eventually adding an ingredient the ancient Mayans also used.
07:54He adds vanilla.
08:01And that was the ingredient that he needed to tie everything together.
08:11Mr. Hershey likes it.
08:14I thought you'd be elated.
08:16Every batch from a few days ago is now like this.
08:24There's a layer of mold on it.
08:27There's a host of ingredients in this liquid that are ready to go back.
08:31And so this would not be a commercially viable syrup.
08:35His product is a failure.
08:37And he has no idea what to do.
08:41160 miles east, a hard-working soda shop owner named Natali Olivieri isn't thinking about chocolate at all.
08:50Olivieri is an Italian immigrant who came to the United States a few years ago.
08:55And he is desperate to make his soda shop successful.
08:58But over the last several months, his shop has been struggling to stand out from the more established competitors.
09:06But Olivieri is not giving up on that dream.
09:11Do you enjoy that soda?
09:13Here.
09:14On me.
09:15If you go to Italy, it's not uncommon to go to a cafe and seeing different flavored soda syrups added
09:22to carbonated water.
09:23So Natali Olivieri takes this Italian culinary tradition and he starts making fruit-flavored sodas.
09:31Tell your friends.
09:32And because he sells his sodas in bottles, his customers can take them on the go, which was totally unusual
09:39for that time.
09:41Coming in flavors like strawberry, raspberry, and orange, he calls his line of fresh sodas true fruit.
09:48He's using really great quality ingredients to make his sodas.
09:52But he's miles behind the competition.
09:56One of the biggest fruit-based sodas on the market at this time was Orange Crush, which was distributed nationally.
10:02There's also Nehi, which was founded in Georgia and is rapidly expanding up the eastern seaboard.
10:08So it's only natural that he would want the same thing for his product.
10:13What can I get you?
10:14Two chocolate milks, please.
10:16I only have fruit soda.
10:18You could take it with you.
10:20But there's a problem.
10:23Olivieri's patrons are more in love with chocolate drinks.
10:26In fact, he sees them running across the street to the soda fountain to get them.
10:32He sees that there are no pre-bottled chocolate milk drinks out there.
10:37There's a gap in the chocolate market.
10:40So he has this light bulb moment where he decides that he is going to be the one to fill
10:48this gap.
10:53The only one to fill this gap in the United States.
10:54Olivia doesn't know it, but this radical idea will lead to the creation of one of the most iconic beverages
11:00in America.
11:01Selling over 100 million bottles a year and introducing bottled chocolate drinks to the entire world.
11:12but for now there's one problem he doesn't know anything about chocolate so he has no idea how to
11:19execute the very product he's envisioning in 1926 the Hershey company's Sam Hinkle is scrambling to
11:33create a chocolate syrup that can survive on shelves are you sure you want to keep heating it
11:38he's got to heat the chocolate to melt it and also kill the bacteria to make sure nothing proliferates
11:46and we get that layer of mold but there was a lot of challenges in trying to make syrups chocolate
11:51has
11:52a very high fat content so it's highly susceptible to scorching or burning if you heat it up too much
11:59it can alter the taste it can alter the texture so most people recommend only heating it to 180 degrees
12:07you know above 180 will scorch the cocoa sometimes you got to try something new
12:18but Hinkle wasn't buying it he thought it needs to be 212 degrees he thinks that with the right formula
12:26the heat will preserve the flavor will preserve the texture and will kill the bacteria but he didn't
12:33know if it would work or even if it was a good idea to try so he eats it then
12:39immediately seals the bottle
12:43and they wait for weeks while Hinkle hopes for the best in nearby new jersey natalie olivieri is
12:53desperately trying to make his bottled chocolate milk idea a reality natalie olivieri envisions a
13:01bottle of chocolate milk you can just have at home and enjoy it whenever and wherever you want it to
13:08but this is a huge gamble because he's trying to do something that's never been done before it's going
13:15to take loads of r&d which is going to take loads of money and loads of time so if
13:20this doesn't pay off
13:22his business collapses and right along with it his american dream olivieri has worked tirelessly over
13:29the last few weeks bottling various recipes in search of the perfect formula but eventually he
13:37realizes you can't just bottle chocolate milk and distribute it refrigeration isn't a widespread
13:42thing at this point so anything you try to do with milk is going to spoil incredibly fast so he
13:49has to
13:50make something that tastes like chocolate milk but doesn't use any milk understand how crazy this is
13:57he needs to create the essence of milk the way it feels in your mouth a little bit of the
14:02taste that
14:03won't spoil so he has to think outside the box
14:11and after several rounds of experimentation he stumbles on an ingredient called whey
14:19whey is a milk protein that's a byproduct from making dairy products like yogurt which gives
14:26that milky flavor it's an incredible substitute for milk whey has a lower fat content than milk and
14:35that lower fat content allows his drink to stay fresher longer but unfortunately for olivieri
14:46that long enough while each batch lasts several days longer than it would with regular milk it's still
14:54not completely shelf stable he spent years trying to get his head out from under the water and provide
15:00for his family so he's obsessed with trying to make this work but in the process his soda fountain
15:05business it's starting to go under and now he's sitting there wondering is it time to just throw in the
15:10towel
15:14meanwhile the team at hershey's has been patiently waiting to see how their latest recipe has held up
15:25when they open the can
15:28there's no layer of mold they've cracked the code they figure out how to make it shelf stable and it's
15:35delicious in 1926 hershey launches its first ever chocolate syrup in large 18 ounce metal cans specifically
15:45for commercial use they send their sales people out to go sell this to soda shops and even at restaurants
15:52they can use it for milkshakes or egg creams it's a hit and people love it a hershey syrup is
16:00delicious and
16:01it is groundbreaking because the shelf stable chocolate syrup that can be shipped and sold nationwide
16:08within months soda shops across the country are all clamoring for the revolutionary product from hershey
16:14pennsylvania but it's not available in stores yet meanwhile natalia olivieri is making a big decision
16:27i'm done with the chocolate drink oliveieri is struggling he's moving the needle slightly but nothing
16:34is really working but then he sees his wife jarring up her tomato sauce
16:45after world war one more and more people were canning and preserving things at home
16:51why do you heat up the jars keeps better that way she was using something called the hot fill method
16:58the hot fill method of food preservation is heating the interior of a bottle and also heating the liquid
17:04to about 200 degrees fahrenheit to sterilize everything in there you're sealing it while it's hot
17:11so there's no chance for any bacteria to be in your sealed container
17:20and he suddenly is inspired
17:30still using his same recipe olivieri experiments with heating and sterilizing the bottles
17:36to make his chocolate beverage shelf stable how's it going let me show you
17:43this one is from two weeks ago
17:56it's good right it's the most delicious cocoa flavor mixed with the smooth milkiness and it's sweet and it's
18:05like dessert but it's drinkable it might very well save his company but very wisely olivieri realizes
18:13that having a chocolate drink called true fruit is weird and a bit confusing
18:23and then olivieri hears one of his wife's favorite songs called indian love call
18:38olivieri hears that wine
18:41and coins one of the most iconic brand names of all time
18:53in the late 1920s natali olivieri has finally perfected a shelf-stable chocolate drink he calls it yoo-hoo
19:05on paper this doesn't sound like a good name it literally tells you nothing about what the product
19:09is no mentions of chocolate of milk or even of the creamy texture but i actually think it's really
19:14brilliant because there's no preconceptions about what's in the bottle it's yoo-hoo
19:21in 1928 olivieri begins selling the world's first bottled chocolate drink this was the first time you
19:29didn't have to be in the soda fountains for soda shops to drink these chocolate drinks it was pop that
19:34top and it's ready to go while olivieri's groundbreaking product tastes like chocolate milk
19:40the newly established fda issues a roadblock
19:46there is no milk product in yoo-hoo so he actually has to call it a chocolate drink which is
19:54something
19:55it's still called today yoo-hoo quickly becomes a local hit allowing olivieri to begin selling it
20:02all across new jersey people at his shop love it restaurants love it grocery stores love it because
20:09they can store it on their shelves for a long time ultimately what you who did was make chocolate
20:14drinks a thing it's a whole new category you can drink it at home and for people who previously could
20:21only enjoy the taste of chocolate in a chocolate bar now they could drink it and when you give people
20:26the flavor they want in the format they want i mean that's the game changer the drink's popularity
20:33soon spreads beyond new jersey and into neighboring pennsylvania what's that
20:46chocolate drink
20:49doesn't come close to what you can get with our syrup at a soda fountain
20:51at this you can get in a store and drink at home
20:58yoo-hoo it's being sold directly to consumers and hershey sees that and they think hey we want
21:04a piece of that market too and to do that hanko wants to expand well beyond the soda fountain
21:12what if we sold our syrup in grocery stores they have a winning product and they know people already
21:18love it so they decide in addition to selling it to the soda fountains they're going to sell their
21:23hershey's chocolate syrup right to consumers spending hundreds of thousands of dollars manufacturing
21:30smaller five ounce cans in 1928 the first nationally available chocolate syrup for home consumers hits
21:38grocery stores retailing for just nine cents and coming with a clever addition to the packaging
21:45most people had never seen a chocolate syrup in the grocery store people didn't really know how
21:51to make anything with this can so they made the genius move to put recipes on the back of the
21:59label
21:59giving consumers usage ideas you could bake with it you could put it over ice cream you could make a
22:07cold chocolate milk there's so many options and it's a huge success by 1929 hershey's gamble on the
22:16home market for their syrup pays off pushing their total sales to over 41 million dollars hershey syrup
22:24did for chocolate milk what they had done for milk chocolate they democratized it they made it available
22:32and they gave consumers a little luxury at home this revolutionized the way that americans could indulge
22:41in chocolate drinks over the next several years while hershey's syrup helps cold chocolate beverages
22:47become more popular in wisconsin a former naval officer is searching for ways to help his family's
22:55struggling business charles santa he's a first generation italian american he was a lieutenant in the navy
23:02and his family owns a dairy farm in wisconsin founded in 1935 by charles's father santa dairies has
23:11produced and distributed milk across the northern midwest for over a decade but by the time charles returns
23:18from world war ii to take over the business with his brother sales have started to nosedive it used
23:25to be the milkman would come and deliver your milk every day but now that people have refrigeration
23:31they're just buying milk less often so santa's family dairy farm they're in trouble charles santa
23:38was very very bright and he was constantly trying to figure out how he can capture more of the market
23:44he's not only a military guy but has an engineering degree and realizes sales and fresh milk aren't
23:51going so well and he begins to wonder is there a way he can create a shelf stable dairy product
24:00that can help his family make a bit more money that shipment's ready to go if you want to sign
24:06off
24:07in the late 1940s charles santa cracks the code for a groundbreaking product that would be the first
24:13of its kind on the market what's that instant milk try that this is not powdered milk with powdered milk
24:24you
24:24have to let it soak in water for hours before it's ready to drink but with santa's instant milk you
24:31just
24:32mix it up and you can drink it instantly but there's a problem it's a bit gritty don't you think
24:43i'm going to get you a cup of coffee unfortunately his instant milk powder doesn't really integrate
24:49into cold liquid it sort of separates and sits on top i'll grab some creepy
25:14but when he adds it to hot coffee it melts right in
25:23then on top of that it tastes amazing he drank that coffee and he was like bingo this isn't milk
25:33it's a creamer santa doesn't know it but his groundbreaking powder will transform into one of the
25:40most iconic products of all time sell 50 million boxes a year and become the number one brand in its
25:47category but it won't be as a coffee creamer
25:56in the late 1940s charles santa has created a groundbreaking product he names it santa lac
26:04it's a portmanteau of his last name santa and lac like lactose marketing his instant milk powder as
26:12one of the first shelf stable creamers available santa secures his first big customer
26:19during the korean war santa gets a huge government contract to provide his instant milk to the soldiers
26:27in 1950 he begins producing millions of santa lac packets for the u.s military and while the influx of
26:35government money keeps santa's dairy farm going there's a catch there was a huge clause in the contract
26:43that he could never under deliver so the military put huge penalties if you didn't deliver minimum
26:50quantities so to be in the safe side he produced huge quantities of instant non-fat dry milk
26:57while santa bets the family farm on his new product chocolate milk consumption is surging thanks
27:04in part to the national school lunch act of 1946 which subsidized dairy products to boost nutritional
27:12intake and chocolate milk has now become a popular cafeteria option and sam hinkle who is now the number
27:20two at hershey is faced with some unexpected competition
27:27nestle quick hits the market in america nestle quick is a shelf stable cocoa powder that you can add
27:35directly to milk and it was a way to make chocolate milk or hot cocoa at home anytime you wanted
27:42to first
27:43launched in europe in 1948 by swiss food giant nestle their convenient powder becomes a staple in american
27:51kitchens by the early 1950s for decades hershey's chocolate syrup is the main way anyone makes chocolate
27:59milk at home but it requires refrigeration after opening but nestle quick doesn't need refrigeration
28:07at all you just add hot or cold milk and hinkle realizes that this could threaten hershey's bottom
28:14line and his personal future at the company gather the development team in the lab
28:22while hinkle tries to fend off hershey's new challenger
28:26back in wisconsin charles santa's decision to overproduce sanilac has come back to haunt him
28:33the korean war ends the military contract is over and now he's sitting on a warehouse full of dried milk
28:41powder that he has to find a home for today the day we finally bite the bullet and toss these
28:45things
28:47can barely move around here
28:51silas deeply in debt with loads of product because the government never bought it
28:56so he needs to find a use for this alternative milk product and fast
29:02what are you doing kid beg me for a hot chocolate
29:07today a lot of people group all hot chocolate flavored beverage into one category they call it hot
29:13chocolate but if we want to be very technical the beverage made with real chocolate is called hot
29:19chocolate the beverage made with powder is called hot cocoa but making it was a lot of work the cocoa
29:27powder
29:28had to be mixed into hot milk you have to really watch the temperature so you don't
29:32scald it burn it separate it if you don't stir it enough you get a charred material on the bottom
29:38of your pan and when it does start to boil it foams over and makes this huge mess
29:45turn it i'll go with some towels
29:55clearly heating milk sucks boiling a pot of water is a lot easier santa knows that americans have a taste
30:05for
30:05chocolate and convenience foods but we don't want to have to boil milk to get our hot cocoa
30:11and santa has pounds and pounds of powdered milk on his hands you just add water and you have milk
30:20so he realizes he could take his milk creamer and make a brand new product and unlike nestle quick which
30:28needs to be mixed with milk santa envisions a product that would only have to be mixed with hot water
30:34while santa races to repurpose his instant milk creamer into an innovative hot cocoa mix
30:41by the mid-1950s natalie olivieri has managed to increase production for his groundbreaking chocolate
30:49drink olivieri struggled to keep this brand afloat through the great depression but he is finally able to
30:55make the jump from his garage to an actual factory where they can manufacture 250 bottles of you who
31:03every single minute with state-of-the-art facilities in new jersey and south carolina sales up and down
31:10the east coast now top 300 000 cases a year yet for all of his success olivieri wants more who
31:19is a hit
31:20product but he doesn't have the infrastructure to go national which he desperately wants to do
31:25and he didn't have the reach of his competitors like nestle or hershey's so he needs a way to get
31:30into the average consumer's eyes because these competitors were gonna catch up and with their
31:34massive reach definitely overtake and so he's looking for ways to sell more and you and then one
31:42fateful night he has a chance meeting with a bit of a celebrity at a country club
31:47and it'll change the complete trajectory of yoohoo's future
31:58in 1955 the fate of yoohoo is at a pivotal crossroad natale olivieri is really working overtime trying to
32:08figure out ways to sell more yoohoo when he has a chance encounter with a baseball great at a local
32:16country club the man who said it's like deja vu all over again yankees catcher yogi bera
32:24the winner of the past two american league most valuable player awards
32:29bera has helped the new york yankees win five world series titles in a row
32:35yogi bera was a deeply beloved personality on and off the field
32:41although he plays for the bronx bombers yogi lives in new jersey about 15 miles away from the yoohoo
32:46factory and turns out he's been a big fan of the chocolatey drink for a while
32:51so olivieri thinks to himself maybe he could be the guy that could help me sell more yoohoo nowadays
32:57we're used to seeing professional athletes advertise everything from car insurance to their favorite
33:05cookie back then there's wheaties but for the most part sports figures if they were going to do an
33:11endorsement it was typically for sports related goods you didn't see a professional athlete endorsing
33:18food products but olivieri is not dissuaded and eventually he convinces bera to be the face and the
33:25voice for yoohoo chocolate drink in 1956 yogi bera signs a groundbreaking deal to become the public face
33:34of yoohoo as part of his deal he gets stock options in the company he even gets mickey mantle and
33:41whitey
33:41ford to endorse it as well and they call it the drink of champions and while still not a national
33:49brand yoohoo quickly becomes one of the fastest growing drink brands in the country
33:56while yoohoo gets a much needed boost charles santa has cracked the code for what he believes could be
34:03a breakthrough product charles santa figures out that you can combine sugar cocoa powder and his
34:10sanilac milk and now you have a new product instant hot cocoa it's much easier to work with
34:19the nestle quick because you don't need to have hot milk you just add it to hot water
34:28oh while the popularity of cold chocolate milk has steadily increased since the end of world war ii
34:36hot cocoa is a different story hot cocoa still wasn't that widespread of a drink in the 1950s
34:43that's really good sinus new product was unlike anything on the market this was revolutionary so
34:50now all he needs is a great name and he comes up with brown swiss
34:59it either sounds like bad cheese or a bad stomachache he names it brown swiss after a type of dairy
35:08cow
35:08because they're trying to emphasize the milk in their product which is what sets them apart
35:14but he doesn't put their product on the market right away instead santa comes up with a unique
35:20place to debut his product santa has this brilliant idea to sell his brown swiss to commercial airlines
35:31this was the golden age of air travel back when they were trying to give you more food better food
35:38better drinks and to save flight attendants from having to measure the powder and mix it with the hot
35:45water he puts it in pre-measured single serve packets there was no major modern brand that was doing
35:53this until brown swiss he made a user-friendly version of hot cocoa in 1956 brown swiss becomes the first
36:02instant hot cocoa available on commercial airlines but there's a problem airlines dropped his product
36:10because there were too many people stealing the single serve packets his product it was too popular
36:16while losing the airline contracts is a setback santa sees this as proof that his high demand product
36:24could also do well in grocery stores with a small but innovative change when he pivots to the grocery
36:32store he makes these family-sized boxes of the single packet servings that he can distribute on a large
36:39scale and for the instant powder drink market that entire notion was completely novel the packaging how
36:45about a new name by 1963 grocery stores across the country begin carrying boxes of santa's product
36:54with a new and improved name
37:00santa rebrands from brown swiss to swissmas evoking this alpine village you're out in the cold mountains
37:09and you just want a cup of hot cocoa and switzerland's known for their high quality chocolate it's like you've
37:15got this perfect name on this perfect format genius and the single serving size is great for this
37:24increasingly industrialized rapidly moving society you don't have to cut anything you don't have to
37:30measure anything you don't have to carefully calibrate everything it's a game changer many americans
37:37first taste of hot cocoa comes courtesy of santa's breakthrough product which is an immediate hit he's
37:44not going up against the chocolate syrup or against a bottled chocolate milk beverage swiss miss is super
37:51successful he was able to corner the market and create his own place in the hot cocoa aisle
37:58but its success quickly inspires imitators less than two years after the launch of swiss miss hershey
38:06releases a hot cocoa mix of their own but swiss miss is the only one that you still make with
38:13hot water
38:14not milk we're still ahead of everyone but for how long faced with new competition from one of the biggest
38:21names in food charles santa will scramble to revamp his product with one last innovation that propels him to the
38:29top
38:33by the early 1960s natalie olivieri has turned his pioneering idea into a wildly successful brand
38:42with yoohoo sales up and down the east coast at an all-time high
38:47so now that yoohoo has done all that olivieri hoped for it and more he decides to sell yoohoo for
38:54a
38:54million dollars to an advertising executive named max geller a million dollars back then is 10 million
39:00dollars today olivieri takes that money and he retires to florida with his wife shortly after the sale
39:06yoohoo's new owner strikes a major distribution deal with pepsico finally turning yoohoo into a global brand
39:15olivieri's dream is finally realized it's a national brand and a household name and he's enjoying it all
39:21from florida yoohoo will eventually be bought by keurig dr pepper and sell roughly 100 million bottles
39:29a year you who defined a happy childhood hands down my favorite beverage on the planet it was a
39:36regionally beloved thing that became a nationally beloved thing that became a food product that
39:42changed the food landscape for ever meanwhile charles santa is desperately trying to fend off his new
39:52competition we have to do something to set swiss miss apart at this point the hot cocoa market starting
39:58get really saturated with companies like nestle hershey and even carnation look at cereal
40:05they're all doing something different colored loops chocolate puffs little marshmallows
40:15he gets really fascinated by lucky charms and how appealing it is to children
40:21it sparks this realization that there's a whole market that they're missing out on
40:28while mass-produced bags of marshmallows from brands like craft began appearing in stores in
40:33the late 1950s swiss miss becomes the first instant hot cocoa powder to include dehydrated marshmallows
40:41in 1972 marshmallows added a whole new dimension to the hot cocoa experience
40:49the first time you opened it up and you saw those little suckers just bobbing around and some of them
40:54would melt and make this kind of vanilla foam on top it was essentially something great becoming even
41:01greater the moment they added the marshmallows to their hot cocoa mix all the competitors started
41:06doing the same exact thing but because they were first they ended up standing out and became and still
41:11are the number one hot cocoa mix in america with more than 50 million boxes of swiss miss sold each
41:18year
41:19today the global chocolate powder drinks market is valued at roughly three billion dollars
41:25swiss miss is definitely still a pantry staple to this day there are other competitors but
41:30i would say it's the iconic hot cocoa brand as for the world's best-selling chocolate syrup
41:37hershey's after launching their iconic squeeze bottle in 1979 they've become part of the roughly
41:4410 billion dollar a year global chocolate syrup market there would be no frappuccino no products
41:51that we know and love today without a syrup like hershey's syrup that could be easily introduced to beverages
41:59drinking chocolate whether it's something enjoyed cold like a yoohoo or a cup of cocoa from swiss miss a
42:07delicious chocolate shake with hershey's syrup suddenly you had this way to consume chocolate that
42:14had never been seen before and by making it more affordable more user-friendly more people get to
42:20experience these flavors it's a drinkable edible manifestation of joy itself
42:26you
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