1 00:00:02,292 --> 00:00:04,375 - [Narrator] It's a $3 billion a year industry. 2 00:00:05,500 --> 00:00:08,208 - It's a way to create a special moment 3 00:00:08,208 --> 00:00:11,417 in the mundanity of all the things we eat. 4 00:00:11,417 --> 00:00:13,625 - [Narrator] And over 16 million Americans 5 00:00:13,625 --> 00:00:16,250 drink one every day. 6 00:00:16,250 --> 00:00:17,833 - It transformed chocolate 7 00:00:17,833 --> 00:00:21,792 into something that we've really never seen before. 8 00:00:21,792 --> 00:00:23,417 - [Narrator] But in the 1920s, 9 00:00:23,417 --> 00:00:27,125 the chocolate beverage industry as we know it didn't exist. 10 00:00:28,333 --> 00:00:30,458 - It wasn't as easy as going to the refrigerator 11 00:00:30,458 --> 00:00:33,583 and grabbing a carton of chocolate milk. 12 00:00:33,583 --> 00:00:35,917 - [Narrator] Until three ordinary men. 13 00:00:35,917 --> 00:00:39,083 - What if Hershey's made chocolate syrup? 14 00:00:39,083 --> 00:00:41,958 - [Narrator] Pioneer three iconic products. 15 00:00:41,958 --> 00:00:45,833 - There had never been chocolate syrup in the grocery store. 16 00:00:45,833 --> 00:00:48,542 - They made chocolate drinks a thing. 17 00:00:48,542 --> 00:00:51,083 - [Narrator] Disrupting the status quo. 18 00:00:51,083 --> 00:00:53,125 - He realizes there are no pre-bottled 19 00:00:53,125 --> 00:00:54,750 chocolate milk drinks out there. 20 00:00:54,750 --> 00:00:58,250 - [Narrator] By reinventing how we consume chocolate. 21 00:00:58,250 --> 00:01:00,167 - He envisions a product 22 00:01:00,167 --> 00:01:02,875 that would only have to be mixed with hot water. 23 00:01:02,875 --> 00:01:03,958 - That's really good. 24 00:01:03,958 --> 00:01:05,458 [somber music] 25 00:01:05,458 --> 00:01:07,542 - [Narrator] But they'll face impossible odds. 26 00:01:07,542 --> 00:01:09,167 - I'm done with the chocolate drink. 27 00:01:09,167 --> 00:01:13,167 - If this doesn't pay off, his business collapses. 28 00:01:13,167 --> 00:01:15,208 - [Narrator] And fierce competition. 29 00:01:15,208 --> 00:01:17,042 - First Nestle, now Hershey. 30 00:01:17,042 --> 00:01:18,167 - [Narrator] As they fight to ensure 31 00:01:18,167 --> 00:01:21,042 their groundbreaking creations. 32 00:01:21,042 --> 00:01:23,625 - It's like dessert, but it's drinkable. 33 00:01:23,625 --> 00:01:27,458 - It was pop that top and it's ready to go. 34 00:01:27,458 --> 00:01:30,208 - [Narrator] Will stand the test of time. 35 00:01:30,208 --> 00:01:35,250 - They changed the food landscape forever. 36 00:01:40,000 --> 00:01:45,083 [suspenseful upbeat music] 37 00:01:50,958 --> 00:01:53,458 [eerie music] 38 00:01:55,708 --> 00:01:57,583 [gentle music] 39 00:01:57,583 --> 00:02:00,042 - [Narrator] The first people to consume chocolate 40 00:02:00,042 --> 00:02:03,625 began doing so over 4,000 years ago. 41 00:02:03,625 --> 00:02:06,458 - [Vallery] It's believed that the Mesoamericans 42 00:02:06,458 --> 00:02:09,833 would take cacao beans and grind them into a paste, 43 00:02:09,833 --> 00:02:13,167 and they would mix that paste with hot water and vanilla, 44 00:02:13,167 --> 00:02:16,000 and chili and spices, and they'd brew it. 45 00:02:16,000 --> 00:02:17,958 And you got this frothy drink 46 00:02:17,958 --> 00:02:20,500 for ceremonies and for funerals. 47 00:02:20,500 --> 00:02:23,708 - [Adam] It gave people a profound amount of energy 48 00:02:23,708 --> 00:02:27,542 and good feeling, but didn't taste anything 49 00:02:27,542 --> 00:02:31,292 like the chocolate drinks we have today. 50 00:02:31,292 --> 00:02:33,375 - [Edward] Those original chocolate drinks 51 00:02:33,375 --> 00:02:35,375 are kinda nasty tasting. 52 00:02:35,375 --> 00:02:36,417 You wouldn't look down and be like, 53 00:02:36,417 --> 00:02:38,292 "Ooh, that's hot chocolate." 54 00:02:38,292 --> 00:02:40,542 You'd be like, "Ooh, what's that?" 55 00:02:40,542 --> 00:02:42,958 - [Vallery] And then in Jamaica in the late 1400s, 56 00:02:42,958 --> 00:02:46,500 it's believed that people were taking cacao shavings 57 00:02:46,500 --> 00:02:49,833 and boiling it with milk and with cinnamon, 58 00:02:49,833 --> 00:02:52,333 - And all of a sudden it turns much more palatable. 59 00:02:52,333 --> 00:02:56,542 - And that was one of the first versions of chocolate milk. 60 00:02:56,542 --> 00:03:00,375 - [Susan] By the early 1900s in the United States, 61 00:03:00,375 --> 00:03:03,875 drinking chocolate was primarily made by the well-to-do, 62 00:03:03,875 --> 00:03:06,542 but it was hard to make. 63 00:03:06,542 --> 00:03:10,000 You had to boil down the chocolate. 64 00:03:10,000 --> 00:03:11,542 - It had to be the right temperature. 65 00:03:11,542 --> 00:03:12,958 It had to be the right proportion 66 00:03:12,958 --> 00:03:15,125 of liquid to chocolate. 67 00:03:15,125 --> 00:03:20,167 - You had to hammer away at it until the chocolate melted. 68 00:03:21,042 --> 00:03:22,542 - [Narrator] By the 1920s, 69 00:03:22,542 --> 00:03:25,792 as simple low-cost confections like the Hershey Bar 70 00:03:25,792 --> 00:03:29,500 caused the popularity of eating chocolate to skyrocket. 71 00:03:29,500 --> 00:03:32,208 Drinking chocolate becomes far less common. 72 00:03:32,208 --> 00:03:33,333 And no chocolate drinks 73 00:03:33,500 --> 00:03:37,208 were being produced and sold to the masses. 74 00:03:37,208 --> 00:03:39,917 - Making a chocolate drink wasn't as easy 75 00:03:39,917 --> 00:03:41,208 as going to the refrigerator 76 00:03:41,208 --> 00:03:43,458 and grabbing a carton of chocolate milk. 77 00:03:43,458 --> 00:03:45,542 It was just too much work. 78 00:03:45,542 --> 00:03:47,208 And if you really wanted chocolate, 79 00:03:47,208 --> 00:03:48,625 you could go spend 5 cents 80 00:03:48,625 --> 00:03:50,875 and buy a Hershey's chocolate bar. 81 00:03:52,250 --> 00:03:54,542 - [Narrator] In 1925, the Hershey Company 82 00:03:54,542 --> 00:03:58,167 is the biggest name in American chocolate. 83 00:03:58,167 --> 00:04:00,000 Thanks in part to the latest confection 84 00:04:00,000 --> 00:04:02,667 from their new hire, Sam Hinkle. 85 00:04:04,208 --> 00:04:05,417 - [Beth] Hinkle comes out of Penn State 86 00:04:05,417 --> 00:04:06,708 with a chemistry degree, 87 00:04:06,708 --> 00:04:10,042 and he's working in the lab for Hershey. 88 00:04:10,042 --> 00:04:13,083 - [Vallery] And he developed a winning candy bar 89 00:04:13,083 --> 00:04:14,708 for the company. 90 00:04:14,708 --> 00:04:18,125 It's milk chocolate with peanuts inside. 91 00:04:18,125 --> 00:04:21,375 [suspenseful dramatic music] 92 00:04:21,375 --> 00:04:23,208 Mr. Goodbar. 93 00:04:24,667 --> 00:04:26,833 - [Narrator] While it's an immediate hit, 94 00:04:26,833 --> 00:04:30,583 it won't be Hinkle's most iconic creation. 95 00:04:30,583 --> 00:04:32,750 - These Goodbar numbers are impressive. 96 00:04:33,917 --> 00:04:37,208 - If you have one food success, 97 00:04:37,208 --> 00:04:39,500 it's expected that you're the whiz kid 98 00:04:39,500 --> 00:04:41,875 and you will do it again and again. 99 00:04:41,875 --> 00:04:46,458 So, the pressure's on to keep the momentum going, 100 00:04:46,458 --> 00:04:50,042 - But Hinkle is not satisfied with just another candy bar. 101 00:04:50,042 --> 00:04:53,667 [suspenseful dramatic music] 102 00:04:55,167 --> 00:04:57,458 - Actually, sir. 103 00:04:57,458 --> 00:04:59,500 - [Adam] He sees something different 104 00:04:59,500 --> 00:05:01,917 that he wants to create in the marketplace. 105 00:05:01,917 --> 00:05:03,708 - Everyone is eating Hershey's, 106 00:05:03,708 --> 00:05:05,458 but they're drinking Coca-Cola. 107 00:05:06,917 --> 00:05:07,958 - [Narrator] In recent years, 108 00:05:07,958 --> 00:05:10,208 the popularity of sodas has exploded 109 00:05:10,208 --> 00:05:12,583 with the rise of soda fountains. 110 00:05:14,125 --> 00:05:15,208 - [Erin] The passage of Prohibition 111 00:05:15,208 --> 00:05:17,875 changed the game for soda fountains. 112 00:05:17,875 --> 00:05:19,375 With no alcohol available, 113 00:05:19,375 --> 00:05:21,417 people had to get their drinks from somewhere 114 00:05:21,417 --> 00:05:23,375 and soda fountains were it. 115 00:05:23,375 --> 00:05:24,750 - [Narrator] Over the last five years, 116 00:05:24,750 --> 00:05:26,625 the number of soda fountains in America 117 00:05:26,625 --> 00:05:30,833 has grown from 4,000 to 100,000. 118 00:05:32,042 --> 00:05:35,708 Making everything from root beer to Coca-Cola. 119 00:05:35,708 --> 00:05:38,917 - [Adam] In the 1920s, Coca-Cola is without question, 120 00:05:38,917 --> 00:05:42,792 the largest brand in soda, but most people don't realize 121 00:05:42,792 --> 00:05:47,125 that Coca-Cola was not making most of its money 122 00:05:47,125 --> 00:05:50,125 from individual bottles of Coca-Cola, 123 00:05:50,125 --> 00:05:54,875 but rather by selling the syrup to soda fountains. 124 00:05:54,875 --> 00:05:57,458 And Hinkle saw an opportunity there. 125 00:05:57,458 --> 00:06:01,208 - What if Hershey's made chocolate syrup 126 00:06:01,208 --> 00:06:02,542 to sell at soda fountains? 127 00:06:03,333 --> 00:06:04,875 - [Adam] In the 1920s, 128 00:06:04,875 --> 00:06:08,667 refrigeration was not nearly as widespread as it is now. 129 00:06:08,667 --> 00:06:11,792 So, to make a chocolate shake or a chocolate malt, 130 00:06:11,792 --> 00:06:14,333 most soda fountains make their own syrup, 131 00:06:14,333 --> 00:06:16,792 which is costly and time-consuming, 132 00:06:16,792 --> 00:06:19,833 or they buy from some of the local producers 133 00:06:19,833 --> 00:06:23,417 in Chicago or New York because there was not 134 00:06:23,417 --> 00:06:27,500 a nationally available chocolate syrup on the market. 135 00:06:27,500 --> 00:06:28,875 - [Chirag] At this time, 136 00:06:28,875 --> 00:06:30,833 chocolate syrup isn't really that popular. 137 00:06:30,833 --> 00:06:32,000 It was something that most people 138 00:06:32,000 --> 00:06:33,542 haven't even heard of or tried. 139 00:06:33,542 --> 00:06:36,000 - So, clearly there is a void. 140 00:06:36,000 --> 00:06:39,000 And Sam Hinkle realizes he can use chocolate 141 00:06:39,000 --> 00:06:42,625 to make the next big thing in drinks. 142 00:06:44,000 --> 00:06:45,667 - [Narrator] Over the next few weeks, 143 00:06:45,667 --> 00:06:48,458 Hinkle spends vast sums of company money 144 00:06:48,458 --> 00:06:50,500 trying to create a chocolate syrup 145 00:06:50,500 --> 00:06:54,292 that will meet Milton Hershey's rigorous standards. 146 00:06:54,292 --> 00:06:55,917 - Hershey was really exacting. 147 00:06:55,917 --> 00:06:59,042 He wanted his chocolate to have a certain taste 148 00:06:59,042 --> 00:07:01,458 and a certain texture. 149 00:07:01,458 --> 00:07:04,417 An identifiable Hershey brand. 150 00:07:04,417 --> 00:07:06,167 - [Edward] Hinkle didn't just melt chocolate 151 00:07:06,167 --> 00:07:07,708 because if you're not careful, 152 00:07:07,708 --> 00:07:10,042 the fat and the sugars grain up 153 00:07:10,042 --> 00:07:12,667 and you get this kind of big chocolate mess. 154 00:07:12,667 --> 00:07:15,083 And if you overheated it too much, you could burn it. 155 00:07:15,083 --> 00:07:17,542 So, he was trying to incorporate cocoa powder. 156 00:07:19,542 --> 00:07:21,375 - [Narrator] Hinkle experiments with various amounts 157 00:07:21,375 --> 00:07:24,042 of cane sugar, cane syrup, and water 158 00:07:24,042 --> 00:07:26,542 to create his new chocolate syrup. 159 00:07:26,542 --> 00:07:30,542 [suspenseful dramatic music] 160 00:07:30,542 --> 00:07:32,208 Over the next few weeks, 161 00:07:32,208 --> 00:07:35,750 dozens of samples are rejected by Milton Hershey. 162 00:07:38,542 --> 00:07:40,750 But Hinkle refuses to give up. 163 00:07:43,250 --> 00:07:45,292 [suspenseful upbeat music] 164 00:07:45,292 --> 00:07:47,292 Eventually adding an ingredient 165 00:07:47,292 --> 00:07:49,708 the ancient Mayans also used. 166 00:07:49,708 --> 00:07:53,500 [suspenseful upbeat music] 167 00:07:55,250 --> 00:07:57,042 - He adds vanilla. 168 00:07:57,042 --> 00:07:59,625 [eerie music] 169 00:08:01,250 --> 00:08:02,542 And that was the ingredient 170 00:08:02,542 --> 00:08:04,792 that he needed to tie everything together. 171 00:08:10,750 --> 00:08:12,667 - Mr. Hershey likes it. 172 00:08:14,583 --> 00:08:16,708 I thought you'd be elated. 173 00:08:16,708 --> 00:08:20,458 - Every batch from a few days ago is now like this. 174 00:08:21,375 --> 00:08:23,875 [suspenseful upbeat music] 175 00:08:23,875 --> 00:08:25,875 -There's a layer of mold on it. 176 00:08:27,750 --> 00:08:30,208 - [Beth] There's a host of ingredients in this liquid 177 00:08:30,208 --> 00:08:31,708 that are ready to go bad, 178 00:08:31,708 --> 00:08:35,125 and so this would not be a commercially-viable syrup. 179 00:08:35,125 --> 00:08:39,833 - His product is a failure and he has no idea what to do. 180 00:08:40,792 --> 00:08:42,792 - [Narrator] 160 miles east, 181 00:08:42,792 --> 00:08:46,833 a hardworking soda shop owner named Natale Olivieri 182 00:08:46,833 --> 00:08:48,875 isn't thinking about chocolate at all. 183 00:08:49,792 --> 00:08:52,417 - Olivieri is an Italian immigrant 184 00:08:52,417 --> 00:08:54,750 who came to the United States a few years ago, 185 00:08:54,750 --> 00:08:59,042 and he is desperate to make his soda shop successful. 186 00:08:59,042 --> 00:09:00,750 - [Narrator] But over the last several months, 187 00:09:00,750 --> 00:09:03,417 his shop has been struggling to stand out 188 00:09:03,417 --> 00:09:05,625 from the more established competitors. 189 00:09:06,708 --> 00:09:09,792 - But Olivieri is not giving up on that dream. 190 00:09:11,375 --> 00:09:15,542 - If you enjoyed that soda, here on me. 191 00:09:15,542 --> 00:09:17,417 - If you go to Italy, it's not uncommon 192 00:09:17,417 --> 00:09:22,125 to go to a cafe and seeing different flavored soda syrups 193 00:09:22,125 --> 00:09:23,708 added to carbonated water. 194 00:09:23,708 --> 00:09:27,875 So, Natale Olivieri takes this Italian culinary tradition 195 00:09:27,875 --> 00:09:31,042 and he starts making fruit-flavored sodas. 196 00:09:31,042 --> 00:09:32,208 - Tell your friends. 197 00:09:32,208 --> 00:09:34,958 - And because he sells his sodas in bottles, 198 00:09:34,958 --> 00:09:37,125 his customers can take them on the go, 199 00:09:37,125 --> 00:09:40,625 which was totally unusual for that time. 200 00:09:41,458 --> 00:09:42,542 - [Narrator] Coming in flavors 201 00:09:42,542 --> 00:09:45,167 like strawberry, raspberry and orange, 202 00:09:45,167 --> 00:09:48,667 he calls his line of fresh sodas, Tru-Fruit. 203 00:09:48,667 --> 00:09:51,167 - He's using really great quality ingredients 204 00:09:51,167 --> 00:09:53,000 to make his sodas. 205 00:09:53,000 --> 00:09:56,000 - [Narrator] But he's miles behind the competition. 206 00:09:56,000 --> 00:09:57,792 - One of the biggest fruit-based sodas 207 00:09:57,792 --> 00:09:59,792 on the market at this time was Orange Crush, 208 00:09:59,792 --> 00:10:02,083 which was distributed nationally. 209 00:10:02,083 --> 00:10:04,917 There's also Nehi, which was founded in Georgia 210 00:10:04,917 --> 00:10:08,208 and is rapidly expanding up the Eastern seaboard. 211 00:10:08,208 --> 00:10:10,750 So, it's only natural that he would want 212 00:10:10,750 --> 00:10:13,583 the same thing for his product. 213 00:10:13,583 --> 00:10:14,625 - What can I get you? 214 00:10:14,625 --> 00:10:16,542 - Two chocolate milks, please? 215 00:10:16,542 --> 00:10:18,125 - I only have fruit soda. 216 00:10:18,875 --> 00:10:20,375 You could take it with you. 217 00:10:20,375 --> 00:10:22,375 - [Adam] But there's a problem. 218 00:10:22,375 --> 00:10:26,292 Olivieri's patrons are more in love with chocolate drinks. 219 00:10:26,292 --> 00:10:29,875 In fact, he sees them running across the street 220 00:10:29,875 --> 00:10:32,000 to the soda fountain to get them. 221 00:10:32,875 --> 00:10:34,208 - He sees that there are 222 00:10:34,208 --> 00:10:37,833 no pre-bottled chocolate milk drinks out there. 223 00:10:37,833 --> 00:10:40,875 There's a gap in the chocolate market. 224 00:10:40,875 --> 00:10:42,958 So, he has this light bulb moment 225 00:10:44,708 --> 00:10:47,208 where he decides that he is going to be the one 226 00:10:47,208 --> 00:10:48,667 to fill this gap. 227 00:10:48,667 --> 00:10:52,000 [dramatic upbeat music] 228 00:10:53,792 --> 00:10:55,333 - [Narrator] Olivieri doesn't know it, 229 00:10:55,333 --> 00:10:57,708 but this radical idea will lead to the creation 230 00:10:57,708 --> 00:11:01,208 of one of the most iconic beverages in America, 231 00:11:01,208 --> 00:11:04,250 selling over 100 million bottles a year 232 00:11:04,250 --> 00:11:06,708 and introducing bottled chocolate drinks 233 00:11:06,708 --> 00:11:08,375 to the entire world. 234 00:11:12,583 --> 00:11:15,875 But for now, there's one problem. 235 00:11:15,875 --> 00:11:17,417 - He doesn't know anything about chocolate, 236 00:11:17,417 --> 00:11:19,958 so he has no idea how to execute 237 00:11:19,958 --> 00:11:22,042 the very product he's envisioning. 238 00:11:27,792 --> 00:11:29,250 [bird chirping] [somber upbeat music] 239 00:11:29,250 --> 00:11:31,833 - [Narrator] In 1926, the Hershey company's Sam Hinkle 240 00:11:31,833 --> 00:11:34,083 is scrambling to create a chocolate syrup 241 00:11:34,083 --> 00:11:36,292 that can survive on shelves. 242 00:11:36,292 --> 00:11:38,792 - Are you sure you wanna keep heating it? 243 00:11:38,792 --> 00:11:40,708 - [Vallery] He's gotta heat the chocolate to melt it 244 00:11:40,708 --> 00:11:42,708 and also kill the bacteria 245 00:11:42,708 --> 00:11:45,458 to make sure nothing proliferates, 246 00:11:45,458 --> 00:11:47,583 and we get that layer of mold. 247 00:11:47,583 --> 00:11:49,250 - But there was a lot of challenges 248 00:11:49,250 --> 00:11:50,667 in trying to make syrups. 249 00:11:50,667 --> 00:11:54,083 - Chocolate has a very high fat content, 250 00:11:54,083 --> 00:11:57,583 so it's highly susceptible to scorching and burning. 251 00:11:57,583 --> 00:11:59,458 - If you heat it up too much, 252 00:11:59,458 --> 00:12:03,042 it can alter the taste, it can alter the texture. 253 00:12:03,042 --> 00:12:07,292 So, most people recommend only heating it to 180 degrees. 254 00:12:07,292 --> 00:12:10,208 - You know, above 180 will scorch the cocoa. 255 00:12:10,208 --> 00:12:11,083 - Oh. 256 00:12:12,167 --> 00:12:13,833 Sometimes you gotta try something new. 257 00:12:18,333 --> 00:12:20,583 - [Vallery] But Hinkle wasn't buying it. 258 00:12:20,583 --> 00:12:23,167 He thought it needs to be 212 degrees. 259 00:12:24,208 --> 00:12:26,583 He thinks that with the right formula, 260 00:12:26,583 --> 00:12:28,875 the heat will preserve the flavor, 261 00:12:28,875 --> 00:12:33,000 will preserve the texture, and will kill the bacteria. 262 00:12:33,000 --> 00:12:35,000 - [Adam] But he didn't know if it would work 263 00:12:35,000 --> 00:12:38,125 or even if it was a good idea to try. 264 00:12:38,125 --> 00:12:41,208 - [Vallery] So he heats it, then immediately seals the bottle. 265 00:12:41,208 --> 00:12:43,667 [upbeat music] 266 00:12:43,667 --> 00:12:47,542 And they wait for weeks. 267 00:12:47,542 --> 00:12:49,792 - [Narrator] While Hinkle hopes for the best, 268 00:12:49,792 --> 00:12:51,250 in nearby New Jersey, 269 00:12:51,250 --> 00:12:54,167 Natale Olivieri is desperately trying to make 270 00:12:54,167 --> 00:12:57,125 his bottled chocolate milk idea a reality. 271 00:12:58,708 --> 00:12:59,875 - [Adam] Natale Olivieri envisions 272 00:12:59,875 --> 00:13:02,375 a bottled chocolate milk 273 00:13:02,375 --> 00:13:05,208 you can just have at home and enjoy it 274 00:13:05,208 --> 00:13:08,083 whenever and wherever you wanted to. 275 00:13:08,917 --> 00:13:10,167 But this is a huge gamble 276 00:13:10,167 --> 00:13:11,917 because he's trying to do something 277 00:13:11,917 --> 00:13:14,167 that's never been done before. 278 00:13:14,167 --> 00:13:16,125 It's going to take loads of R&D, 279 00:13:16,125 --> 00:13:19,417 which is gonna take loads of money and loads of time. 280 00:13:19,417 --> 00:13:24,083 So if this doesn't pay off, his business collapses 281 00:13:24,083 --> 00:13:27,125 and right along with it, his American dream. 282 00:13:27,125 --> 00:13:28,875 - [Narrator] Olivieri has worked tirelessly 283 00:13:28,875 --> 00:13:31,917 over the last few weeks, bottling various recipes 284 00:13:31,917 --> 00:13:35,042 in search of the perfect formula. 285 00:13:35,042 --> 00:13:36,708 - [Erin] But eventually he realizes 286 00:13:36,708 --> 00:13:40,208 you can't just bottle chocolate milk and distribute it. 287 00:13:40,208 --> 00:13:43,208 Refrigeration isn't a widespread thing at this point, 288 00:13:43,208 --> 00:13:45,875 so anything you try to do with milk 289 00:13:45,875 --> 00:13:48,958 is going to spoil incredibly fast. 290 00:13:48,958 --> 00:13:50,500 - So, he has to make something 291 00:13:50,500 --> 00:13:54,042 that tastes like chocolate milk, but doesn't use any milk. 292 00:13:54,042 --> 00:13:57,000 - Understand how crazy this is. 293 00:13:57,000 --> 00:13:59,708 He needs to create the essence of milk, 294 00:13:59,708 --> 00:14:01,708 the way it feels in your mouth, 295 00:14:01,708 --> 00:14:05,000 a little bit of the taste that won't spoil. 296 00:14:05,000 --> 00:14:08,042 So, he has to think outside the box. 297 00:14:08,042 --> 00:14:11,250 [suspenseful upbeat music] 298 00:14:11,250 --> 00:14:14,000 And after several rounds of experimentation, 299 00:14:14,000 --> 00:14:17,958 he stumbles on an ingredient called whey. 300 00:14:19,417 --> 00:14:22,125 - [Vallery] Whey is a milk protein that's a byproduct 301 00:14:22,125 --> 00:14:25,750 from making dairy products like yogurt, 302 00:14:25,750 --> 00:14:28,375 which gives us that milky flavor. 303 00:14:28,375 --> 00:14:31,208 - It's an incredible substitute for milk. 304 00:14:31,208 --> 00:14:35,292 - [Adam] Whey has a lower fat content than milk, 305 00:14:35,292 --> 00:14:37,792 and that lower fat content allows his drink 306 00:14:37,792 --> 00:14:40,000 to stay fresher longer. 307 00:14:40,000 --> 00:14:41,875 [upbeat energetic music] 308 00:14:41,875 --> 00:14:43,250 [bottle cap clinking] 309 00:14:43,250 --> 00:14:47,208 But unfortunately for Olivieri not long enough. 310 00:14:48,667 --> 00:14:51,208 - [Narrator] While each batch lasts several days longer 311 00:14:51,208 --> 00:14:53,292 than it would with regular milk, 312 00:14:53,292 --> 00:14:56,125 it's still not completely shelf-stable. 313 00:14:57,625 --> 00:14:59,292 - [Chirag] He spent years trying to get his head out 314 00:14:59,292 --> 00:15:01,333 from under the water and provide for his family. 315 00:15:01,333 --> 00:15:03,625 So, he's obsessed with trying to make this work. 316 00:15:03,625 --> 00:15:05,125 But in the process, 317 00:15:05,125 --> 00:15:06,875 his soda fountain business, it's starting to go under. 318 00:15:06,875 --> 00:15:08,875 And now, he's sitting there wondering, 319 00:15:08,875 --> 00:15:10,708 "Is it time to just throw in the towel?" 320 00:15:10,708 --> 00:15:13,625 [suspenseful upbeat music] 321 00:15:13,625 --> 00:15:15,792 - [Narrator] Meanwhile, the team at Hershey's 322 00:15:15,792 --> 00:15:17,458 has been patiently waiting to see 323 00:15:17,458 --> 00:15:20,500 how their latest recipe has held up. 324 00:15:20,500 --> 00:15:23,958 [dramatic upbeat music] 325 00:15:25,250 --> 00:15:27,000 - [Vallery] When they open the can, 326 00:15:28,208 --> 00:15:30,792 there's no layer of mold. 327 00:15:30,792 --> 00:15:32,375 They've cracked the code. 328 00:15:32,375 --> 00:15:34,958 They figured out how to make it shelf stable 329 00:15:34,958 --> 00:15:36,542 and it's delicious. 330 00:15:36,542 --> 00:15:38,667 - [Narrator] In 1926, Hershey launches 331 00:15:38,667 --> 00:15:43,625 its first ever chocolate syrup in large 18 ounce metal cans, 332 00:15:44,708 --> 00:15:46,667 specifically for commercial use. 333 00:15:46,667 --> 00:15:49,875 - They send their salespeople out to go sell this 334 00:15:49,875 --> 00:15:52,667 to soda shops and even at restaurants. 335 00:15:52,667 --> 00:15:55,958 They can use it for milkshakes or egg creams. 336 00:15:55,958 --> 00:15:58,708 It's a hit and people love it. 337 00:15:58,708 --> 00:16:01,458 - [Adam] A Hershey's syrup is delicious and it is 338 00:16:01,458 --> 00:16:04,958 groundbreaking, because it's a shelf stable chocolate syrup 339 00:16:04,958 --> 00:16:07,667 that can be shipped and sold nationwide. 340 00:16:07,667 --> 00:16:10,667 - [Narrator] Within months, soda shops across the country 341 00:16:10,667 --> 00:16:13,750 are all clamoring for the revolutionary product 342 00:16:13,750 --> 00:16:15,958 from Hershey, Pennsylvania. 343 00:16:15,958 --> 00:16:19,042 But it's not available in stores yet. 344 00:16:20,500 --> 00:16:24,625 Meanwhile, Natale Olivieri is making a big decision. 345 00:16:27,042 --> 00:16:29,042 - I'm done with the chocolate drink. 346 00:16:30,292 --> 00:16:32,375 - [Adam] Olivieri is struggling. 347 00:16:32,375 --> 00:16:33,875 He's moving the needle slightly, 348 00:16:33,875 --> 00:16:36,042 but nothing is really working. 349 00:16:39,500 --> 00:16:42,958 But then he sees his wife jarring up her tomato sauce. 350 00:16:42,958 --> 00:16:45,542 [water sloshing] 351 00:16:45,542 --> 00:16:48,000 - [Erin] After World War I, more and more people 352 00:16:48,000 --> 00:16:51,042 were canning and preserving things at home. 353 00:16:51,042 --> 00:16:52,875 - Why do you heat up the jars? 354 00:16:52,875 --> 00:16:54,750 - It keeps better that way. 355 00:16:54,750 --> 00:16:58,167 - She was using something called the hot fill method. 356 00:16:58,167 --> 00:17:00,292 - [Erin] The hot fill method of food preservation 357 00:17:00,292 --> 00:17:02,375 is heating the interior of a bottle 358 00:17:02,375 --> 00:17:05,875 and also heating the liquid to about 200 degrees Fahrenheit 359 00:17:05,875 --> 00:17:08,708 to sterilize everything in there. 360 00:17:08,708 --> 00:17:11,042 - [Vallery] You're sealing it while it's hot, 361 00:17:11,042 --> 00:17:14,250 so there's no chance for any bacteria 362 00:17:14,250 --> 00:17:16,625 to be in your sealed container. 363 00:17:16,625 --> 00:17:20,750 [suspenseful dramatic music] 364 00:17:20,750 --> 00:17:22,750 - And he suddenly is inspired. 365 00:17:25,500 --> 00:17:27,625 [somber music] 366 00:17:27,625 --> 00:17:30,542 [bright upbeat music] 367 00:17:30,542 --> 00:17:32,750 - [Narrator] Still using his same recipe, 368 00:17:32,750 --> 00:17:35,417 Olivieri experiments with heating and sterilizing 369 00:17:35,417 --> 00:17:39,625 the bottles to make his chocolate beverage shelf stable. 370 00:17:40,667 --> 00:17:42,750 - How's it going? - Let me show you. Here. 371 00:17:45,833 --> 00:17:49,417 This one is from two weeks ago. 372 00:17:50,792 --> 00:17:53,500 [dramatic music] 373 00:17:56,708 --> 00:17:58,042 - It's good. - Right? 374 00:17:58,042 --> 00:18:01,333 - It's the most delicious cocoa flavor 375 00:18:01,333 --> 00:18:05,000 mixed with the smooth milkiness and it's sweet, 376 00:18:05,000 --> 00:18:08,042 and it's like dessert, but it's drinkable. 377 00:18:09,208 --> 00:18:10,500 - [Adam] It might very well save his company, 378 00:18:10,500 --> 00:18:13,083 but very wisely Olivieri realizes 379 00:18:13,083 --> 00:18:17,125 that having a chocolate drink called Tru-Fruit 380 00:18:17,125 --> 00:18:19,542 is weird and a bit confusing. 381 00:18:19,542 --> 00:18:22,292 [classical music] 382 00:18:23,708 --> 00:18:27,833 And then, Olivieri hears one of his wife's favorite songs 383 00:18:27,833 --> 00:18:30,833 called "Indian Love Call." 384 00:18:30,833 --> 00:18:34,083 ♪ When I'm calling you 385 00:18:38,167 --> 00:18:40,500 - [Erin] Olivieri hears that line. 386 00:18:40,500 --> 00:18:42,042 ♪ And you'll belong to me 387 00:18:42,042 --> 00:18:46,500 And coins one of the most iconic brand names of all time. 388 00:18:46,500 --> 00:18:49,500 ♪ Yoo-hoo 389 00:18:54,250 --> 00:18:56,875 - [Narrator] In the late 1920s, Natale Olivieri 390 00:18:56,875 --> 00:19:01,125 has finally perfected a shelf-stable chocolate drink. 391 00:19:01,125 --> 00:19:02,750 He calls it "Yoo-hoo." 392 00:19:05,000 --> 00:19:06,917 - [Chirag] On paper, this doesn't sound like a good name. 393 00:19:06,917 --> 00:19:09,042 It literally tells you nothing about what the product is. 394 00:19:09,042 --> 00:19:10,792 No mentions of chocolate, of milk, 395 00:19:10,792 --> 00:19:12,792 or even of the creamy texture. 396 00:19:12,792 --> 00:19:14,542 - [Vallery] But I actually think it's really brilliant 397 00:19:14,542 --> 00:19:17,042 'cause there's no preconceptions 398 00:19:17,042 --> 00:19:19,042 about what's in the bottle. 399 00:19:19,042 --> 00:19:20,708 It's Yoo-hoo. 400 00:19:20,708 --> 00:19:23,500 - [Narrator] In 1928, Olivieri begins selling 401 00:19:23,500 --> 00:19:27,167 the world's first bottled chocolate drink. 402 00:19:27,167 --> 00:19:28,792 - This was the first time 403 00:19:28,792 --> 00:19:30,958 you didn't have to be in the soda fountains or soda shops 404 00:19:30,958 --> 00:19:32,583 to drink these chocolate drinks. 405 00:19:32,583 --> 00:19:35,792 It was pop that top and it's ready to go. 406 00:19:35,792 --> 00:19:38,208 - [Narrator] While Olivieri's groundbreaking product 407 00:19:38,208 --> 00:19:40,542 tastes like chocolate milk, 408 00:19:40,542 --> 00:19:44,417 the newly established FDA issues a roadblock. 409 00:19:46,708 --> 00:19:49,500 - [Beth] There is no milk product in Yoo-hoo. 410 00:19:50,833 --> 00:19:54,208 - [Erin] So, he actually has to call it a "chocolate drink," 411 00:19:54,208 --> 00:19:56,250 which is something it's still called today. 412 00:19:56,250 --> 00:19:59,542 - [Narrator] Yoo-hoo quickly becomes a local hit, 413 00:19:59,542 --> 00:20:01,958 allowing Olivieri to begin selling it 414 00:20:01,958 --> 00:20:04,125 all across New Jersey. 415 00:20:04,125 --> 00:20:06,292 - [Erin] People at his shop love it. 416 00:20:06,292 --> 00:20:07,958 Restaurants love it. 417 00:20:07,958 --> 00:20:09,500 Grocery stores love it 418 00:20:09,500 --> 00:20:11,667 because they can store it on their shelves for a long time. 419 00:20:11,667 --> 00:20:13,458 - [Adam] Ultimately, what Yoo-hoo did 420 00:20:13,458 --> 00:20:16,208 was make chocolate drinks a thing. 421 00:20:16,208 --> 00:20:17,292 It's a whole new category. 422 00:20:17,292 --> 00:20:18,708 You can drink it at home. 423 00:20:18,708 --> 00:20:21,875 And for people who previously could only enjoy 424 00:20:21,875 --> 00:20:24,208 the taste of chocolate in a chocolate bar, 425 00:20:24,208 --> 00:20:25,542 now they could drink it. 426 00:20:25,542 --> 00:20:27,708 And when you give people the flavor they want 427 00:20:27,708 --> 00:20:30,917 in the format they want, I mean, that's a game changer. 428 00:20:32,500 --> 00:20:34,583 - [Narrator] The drink's popularity soon spreads 429 00:20:34,583 --> 00:20:38,375 beyond New Jersey and into neighboring Pennsylvania. 430 00:20:38,375 --> 00:20:41,875 [suspenseful music] 431 00:20:41,875 --> 00:20:43,000 [bottle clacking] 432 00:20:43,000 --> 00:20:44,667 - What's that? 433 00:20:45,792 --> 00:20:46,875 - Chocolate drink. 434 00:20:49,000 --> 00:20:50,458 Doesn't come close to what you can get with our syrup 435 00:20:50,458 --> 00:20:51,875 at a soda fountain, 436 00:20:51,875 --> 00:20:55,292 yet this, you can get in a store and drink at home. 437 00:20:55,292 --> 00:20:58,292 [suspenseful music] 438 00:20:58,292 --> 00:21:01,292 - [Vallery] Yoo-hoo, it's being sold directly to consumers. 439 00:21:01,292 --> 00:21:02,875 And Hershey sees that and they think, 440 00:21:02,875 --> 00:21:06,083 "Hey, we want a piece of that market too." 441 00:21:06,083 --> 00:21:07,625 - [Adam] And to do that, 442 00:21:07,625 --> 00:21:11,875 Hinkle wants to expand well beyond the soda fountains. 443 00:21:11,875 --> 00:21:14,583 - What if we sold our syrup in grocery stores? 444 00:21:15,667 --> 00:21:16,792 - They have a winning product 445 00:21:16,792 --> 00:21:18,708 and they know people already love it. 446 00:21:18,708 --> 00:21:21,000 So, they decide in addition to selling it 447 00:21:21,000 --> 00:21:22,458 to the soda fountains, 448 00:21:22,458 --> 00:21:24,958 they're gonna sell their Hershey's chocolate syrup 449 00:21:24,958 --> 00:21:26,542 right to consumers. 450 00:21:26,542 --> 00:21:28,833 - [Narrator] Spending hundreds of thousands of dollars 451 00:21:28,833 --> 00:21:31,875 manufacturing smaller five ounce cans. 452 00:21:31,875 --> 00:21:35,417 In 1928, the first nationally available chocolate syrup 453 00:21:35,417 --> 00:21:39,208 for home consumers hits grocery stores, 454 00:21:39,208 --> 00:21:41,750 retailing for just 9 cents 455 00:21:41,750 --> 00:21:44,792 and coming with a clever addition to the packaging. 456 00:21:46,042 --> 00:21:48,875 - [Beth] Most people had never seen a chocolate syrup 457 00:21:48,875 --> 00:21:50,292 in the grocery store. 458 00:21:50,292 --> 00:21:51,500 People didn't really know 459 00:21:51,500 --> 00:21:54,625 how to make anything with this can. 460 00:21:54,625 --> 00:21:58,167 So, they made the genius move to put recipes 461 00:21:58,167 --> 00:22:03,167 on the back of the label giving consumers usage ideas. 462 00:22:03,167 --> 00:22:04,375 - [Vallery] You could bake with it. 463 00:22:04,375 --> 00:22:06,292 You could put it over ice cream. 464 00:22:06,292 --> 00:22:08,542 You could make a cold chocolate milk. 465 00:22:08,542 --> 00:22:11,917 There's so many options and it's a huge success. 466 00:22:13,208 --> 00:22:14,750 - [Narrator] By 1929, Hershey's gamble 467 00:22:14,750 --> 00:22:18,708 on the home market for their syrup pays off, 468 00:22:18,708 --> 00:22:21,958 pushing their total sales to over $41 million. 469 00:22:23,417 --> 00:22:26,292 - [Beth] Hershey's syrup did for chocolate milk 470 00:22:26,292 --> 00:22:29,000 what they had done for milk chocolate. 471 00:22:29,000 --> 00:22:32,458 They democratized it, they made it available, 472 00:22:32,458 --> 00:22:36,917 and they gave consumers a little luxury at home. 473 00:22:36,917 --> 00:22:39,625 - This revolutionized the way that Americans 474 00:22:39,625 --> 00:22:42,792 could indulge in chocolate drinks. 475 00:22:42,792 --> 00:22:44,583 - [Narrator] Over the next several years, 476 00:22:44,583 --> 00:22:47,417 while Hershey's syrup helps cold chocolate beverages 477 00:22:47,417 --> 00:22:49,042 become more popular, 478 00:22:49,042 --> 00:22:53,542 in Wisconsin, a former naval officer is searching for ways 479 00:22:53,542 --> 00:22:56,708 to help his family's struggling business. 480 00:22:56,708 --> 00:22:58,917 - [Vallery] Charles Sanna, he's a first generation 481 00:22:58,917 --> 00:23:00,375 Italian-American. 482 00:23:00,375 --> 00:23:02,708 He was a lieutenant in the Navy 483 00:23:02,708 --> 00:23:06,042 and his family owns a dairy farm in Wisconsin. 484 00:23:06,042 --> 00:23:09,792 - [Narrator] Founded in 1935 by Charles' father, 485 00:23:09,792 --> 00:23:12,833 Sanna Dairies has produced and distributed milk 486 00:23:12,833 --> 00:23:16,042 across the northern Midwest for over a decade. 487 00:23:16,042 --> 00:23:19,417 But by the time Charles returns from World War II 488 00:23:19,417 --> 00:23:21,708 to take over the business with his brother, 489 00:23:21,708 --> 00:23:24,917 sales have started to nose dive. 490 00:23:24,917 --> 00:23:26,375 - [Vallery] It used to be the milkman 491 00:23:26,375 --> 00:23:28,458 would come and deliver your milk every day. 492 00:23:28,458 --> 00:23:31,375 But now that people have refrigeration, 493 00:23:31,375 --> 00:23:33,792 they're just buying milk less often. 494 00:23:33,792 --> 00:23:37,792 So, Sanna's family dairy farm, they're in trouble. 495 00:23:37,792 --> 00:23:39,875 - [Lloyd] Charles Sanna was very, very bright 496 00:23:39,875 --> 00:23:42,375 and he was constantly trying to figure out 497 00:23:42,375 --> 00:23:44,167 how he can capture more of the market. 498 00:23:44,167 --> 00:23:46,458 - He's not only a military guy, 499 00:23:46,458 --> 00:23:48,625 but has an engineering degree 500 00:23:48,625 --> 00:23:52,375 and realizes sales in fresh milk aren't going so well. 501 00:23:52,375 --> 00:23:54,208 - And he begins to wonder, 502 00:23:54,208 --> 00:23:59,458 is there a way he can create a shelf stable dairy product 503 00:24:00,625 --> 00:24:02,917 that can help his family make a bit more money? 504 00:24:04,042 --> 00:24:06,833 - Shipment's ready to go if you wanna sign off. 505 00:24:06,833 --> 00:24:08,667 - [Narrator] In the late 1940s, 506 00:24:08,667 --> 00:24:12,042 Charles Sanna cracks the code for a groundbreaking product 507 00:24:12,042 --> 00:24:14,792 that would be the first of its kind on the market. 508 00:24:16,208 --> 00:24:17,708 - What's that? 509 00:24:17,708 --> 00:24:19,042 - [Narrator] Instant milk. 510 00:24:20,167 --> 00:24:21,500 - [Charles] Try that. 511 00:24:21,500 --> 00:24:23,208 - [Vallery] This is not powdered milk. 512 00:24:23,208 --> 00:24:24,375 With powdered milk, 513 00:24:24,375 --> 00:24:27,583 you have to let it soak in water for hours 514 00:24:27,583 --> 00:24:29,292 before it's ready to drink. 515 00:24:29,292 --> 00:24:31,167 But with Sanna's instant milk, 516 00:24:31,167 --> 00:24:34,958 you just mix it up and you can drink it instantly. 517 00:24:34,958 --> 00:24:36,667 - [Narrator] But there's a problem. 518 00:24:37,625 --> 00:24:40,917 - It's a bit gritty, don't you think? 519 00:24:43,042 --> 00:24:45,208 I'm gonna get you a cup of coffee. 520 00:24:45,208 --> 00:24:47,958 - [Adam] Unfortunately, his instant milk powder 521 00:24:47,958 --> 00:24:50,375 doesn't really integrate into cold liquid. 522 00:24:50,375 --> 00:24:53,583 It sort of separates and sits on top. 523 00:24:53,583 --> 00:24:55,125 - Grab some cream for you. 524 00:24:57,208 --> 00:24:59,917 [somber music] 525 00:25:06,958 --> 00:25:09,875 [suspenseful music] 526 00:25:13,000 --> 00:25:14,375 [cup clinking] 527 00:25:14,625 --> 00:25:19,125 - [Adam] But when he adds it to hot coffee, it melts right in. 528 00:25:20,125 --> 00:25:23,000 [suspenseful music] 529 00:25:23,000 --> 00:25:26,917 And on top of that, it tastes amazing. 530 00:25:26,917 --> 00:25:30,833 - He drank that coffee and he was like, bingo. 531 00:25:30,833 --> 00:25:35,042 This isn't milk. It's a creamer. 532 00:25:35,042 --> 00:25:36,750 - [Narrator] Sanna doesn't know it, 533 00:25:36,750 --> 00:25:38,875 but his groundbreaking powder will transform 534 00:25:38,875 --> 00:25:42,583 into one of the most iconic products of all time, 535 00:25:42,583 --> 00:25:45,042 sell 50 million boxes a year, 536 00:25:45,042 --> 00:25:48,708 and become the number one brand in its category. 537 00:25:48,708 --> 00:25:51,417 But it won't be as a coffee creamer. 538 00:25:51,417 --> 00:25:52,042 [suspenseful music] 539 00:25:56,333 --> 00:25:58,167 - [Narrator] In the late 1940s, 540 00:25:58,167 --> 00:26:02,333 Charles Sanna has created a groundbreaking product. 541 00:26:02,333 --> 00:26:04,125 - [Vallery] He names it Sanalac. 542 00:26:04,125 --> 00:26:06,833 It's a portmanteau of his last name Sanna 543 00:26:06,833 --> 00:26:09,583 and lac like lactose. 544 00:26:09,583 --> 00:26:11,458 - [Narrator] Marketing his instant milk powder, 545 00:26:11,458 --> 00:26:14,708 as one of the first shelf-stable creamers available, 546 00:26:14,708 --> 00:26:17,917 Sanna secures his first big customer. 547 00:26:19,958 --> 00:26:21,167 - [Vallery] During the Korean War, 548 00:26:21,167 --> 00:26:23,042 Sanna gets a huge government contract 549 00:26:23,042 --> 00:26:27,542 to provide his instant milk to the soldiers. 550 00:26:27,542 --> 00:26:29,375 - [Narrator] In 1950, he begins producing 551 00:26:29,375 --> 00:26:32,917 millions of Sanalac packets for the US military. 552 00:26:34,208 --> 00:26:36,000 And while the influx of government money 553 00:26:36,000 --> 00:26:39,542 keeps Sanna's dairy farm going, there's a catch. 554 00:26:40,875 --> 00:26:43,625 - There was a huge clause in the contract 555 00:26:43,625 --> 00:26:45,917 that he could never under-deliver. 556 00:26:45,917 --> 00:26:47,917 So, the military put huge penalties 557 00:26:47,917 --> 00:26:50,875 if you didn't deliver minimum quantities. 558 00:26:50,875 --> 00:26:52,417 So to be in the safe side, 559 00:26:52,417 --> 00:26:57,125 he produced huge quantities of instant non-fat dry milk. 560 00:26:57,125 --> 00:26:59,250 - [Narrator] While Sanna bets the family farm 561 00:26:59,250 --> 00:27:03,792 on his new product, chocolate milk consumption is surging. 562 00:27:03,792 --> 00:27:08,292 Thanks in part to the National School Lunch Act of 1946, 563 00:27:08,292 --> 00:27:12,792 which subsidized dairy products to boost nutritional intake 564 00:27:12,792 --> 00:27:14,667 and chocolate milk has now become 565 00:27:14,667 --> 00:27:17,250 a popular cafeteria option. 566 00:27:18,750 --> 00:27:21,750 And Sam Hinkle, who is now the number two at Hershey, 567 00:27:21,750 --> 00:27:24,792 is faced with some unexpected competition. 568 00:27:27,750 --> 00:27:31,167 - [Adam] Nestle Quik hits the market in America. 569 00:27:31,167 --> 00:27:34,500 - [Lloyd] Nestle Quik is a shelf-stable cocoa powder 570 00:27:34,500 --> 00:27:37,042 that you can add directly to milk, 571 00:27:37,042 --> 00:27:40,292 and it was a way to make chocolate milk over hot cocoa 572 00:27:40,292 --> 00:27:43,042 at home anytime you wanted to. 573 00:27:43,042 --> 00:27:45,708 - [Narrator] First launched in Europe in 1948 574 00:27:45,708 --> 00:27:48,042 by Swiss food giant Nestle, 575 00:27:48,042 --> 00:27:50,250 their convenient powder becomes a staple 576 00:27:50,250 --> 00:27:53,333 in American kitchens by the early 1950s. 577 00:27:54,417 --> 00:27:56,750 - [Adam] For decades, Hershey's chocolate syrup 578 00:27:56,750 --> 00:28:00,708 is the main way anyone makes chocolate milk at home, 579 00:28:00,708 --> 00:28:04,250 but it requires refrigeration after opening. 580 00:28:04,250 --> 00:28:08,042 But Nestle Quik doesn't need refrigeration at all. 581 00:28:08,042 --> 00:28:11,292 You just add hot or cold milk. 582 00:28:11,292 --> 00:28:12,500 And Hinkle realizes 583 00:28:12,500 --> 00:28:14,875 that this could threaten Hershey's bottom line 584 00:28:14,875 --> 00:28:17,750 and his personal future at the company. 585 00:28:17,750 --> 00:28:20,292 - Gather the development team in the lab. 586 00:28:20,292 --> 00:28:22,042 [phone clacking] 587 00:28:22,042 --> 00:28:24,292 - [Narrator] While Hinkle tries to fend off 588 00:28:24,292 --> 00:28:26,208 Hershey's new challenger, 589 00:28:26,208 --> 00:28:29,208 back in Wisconsin, Charles Sanna's decision 590 00:28:29,208 --> 00:28:33,208 to overproduce Sanalac has come back to haunt him. 591 00:28:33,208 --> 00:28:35,875 - The Korean War ends, the military contract is over, 592 00:28:35,875 --> 00:28:39,083 and now he's sitting on a warehouse 593 00:28:39,083 --> 00:28:43,208 full of dried milk powder that he has to find a home for. 594 00:28:43,208 --> 00:28:44,375 - Today the day we finally bite the bullet 595 00:28:44,375 --> 00:28:46,042 and toss these things? 596 00:28:47,708 --> 00:28:49,083 Can barely move around here. 597 00:28:50,500 --> 00:28:53,833 - [Adam] Sanna's deeply in debt with loads of product 598 00:28:53,833 --> 00:28:56,542 because the government never bought it. 599 00:28:56,542 --> 00:28:58,042 So, he needs to find a use 600 00:28:58,042 --> 00:29:01,042 for this alternative milk product and fast. 601 00:29:02,917 --> 00:29:04,542 - [Charles] What are you doing? 602 00:29:04,542 --> 00:29:06,292 - Kid begged me for a hot chocolate. 603 00:29:07,958 --> 00:29:09,500 - [Edward] Today a lot of people group 604 00:29:09,500 --> 00:29:12,708 all hot chocolate-flavored beverage into one category 605 00:29:12,708 --> 00:29:14,292 and they call it hot chocolate. 606 00:29:14,292 --> 00:29:16,042 But if we want to be very technical, 607 00:29:16,042 --> 00:29:18,333 a beverage made with real chocolate 608 00:29:18,333 --> 00:29:20,208 is called hot chocolate. 609 00:29:20,208 --> 00:29:22,875 The beverage made with powder is 610 00:29:22,875 --> 00:29:24,750 called hot cocoa. 611 00:29:24,750 --> 00:29:27,042 - [Adam] But making it was a lot of work. 612 00:29:27,042 --> 00:29:29,875 The cocoa powder had to be mixed into hot milk. 613 00:29:29,875 --> 00:29:31,708 You have to really watch the temperature 614 00:29:31,708 --> 00:29:34,792 so you don't scald it, burn it, separate it. 615 00:29:34,792 --> 00:29:36,292 - [Lloyd] If you don't stir it enough, 616 00:29:36,292 --> 00:29:38,542 you get a charred material on the bottom of your pan. 617 00:29:38,542 --> 00:29:40,958 And when it does start to boil, 618 00:29:42,208 --> 00:29:45,625 it foams over and makes this huge mess. 619 00:29:45,625 --> 00:29:46,750 - [Charles] Darn it. 620 00:29:47,917 --> 00:29:49,625 I'll go get some towels. 621 00:29:49,625 --> 00:29:52,875 [somber eerie music] 622 00:29:55,042 --> 00:29:57,250 - [Adam] Clearly heating milk sucks. 623 00:29:58,208 --> 00:30:01,875 Boiling a pot of water is a lot easier. 624 00:30:01,875 --> 00:30:04,208 - Sanna knows that Americans have a taste 625 00:30:04,208 --> 00:30:07,708 for chocolate and convenience foods, 626 00:30:07,708 --> 00:30:11,042 but we don't wanna have to boil milk to get our hot cocoa. 627 00:30:11,042 --> 00:30:12,958 - [Adam] And Sanna has pounds and pounds 628 00:30:12,958 --> 00:30:15,000 of powdered milk on his hands. 629 00:30:15,000 --> 00:30:17,792 You just add water and you have milk. 630 00:30:17,792 --> 00:30:20,500 [suspenseful music] 631 00:30:20,500 --> 00:30:23,583 So, he realizes he could take his milk creamer 632 00:30:23,583 --> 00:30:25,750 and make a brand new product. 633 00:30:25,750 --> 00:30:30,417 And unlike Nestle Quik, which needs to be mixed with milk, 634 00:30:30,417 --> 00:30:31,792 Sanna envisions a product 635 00:30:31,792 --> 00:30:34,792 that would only have to be mixed with hot water. 636 00:30:34,792 --> 00:30:37,083 - [Narrator] While Sanna races to repurpose 637 00:30:37,083 --> 00:30:40,917 his instant milk creamer into an innovative hot cocoa mix, 638 00:30:41,917 --> 00:30:43,417 by the mid 1950s, 639 00:30:43,417 --> 00:30:46,708 Natale Olivieri has managed to increase production 640 00:30:46,708 --> 00:30:49,208 for his groundbreaking chocolate drink. 641 00:30:49,208 --> 00:30:51,833 - [Erin] Olivieri struggled to keep this brand afloat 642 00:30:51,833 --> 00:30:53,458 through the Great Depression, 643 00:30:53,458 --> 00:30:55,875 but he is finally able to make the jump 644 00:30:55,875 --> 00:30:58,917 from his garage to an actual factory 645 00:30:58,917 --> 00:31:02,667 where they can manufacture 250 bottles 646 00:31:02,667 --> 00:31:04,875 of Yoo-hoo every single minute. 647 00:31:04,875 --> 00:31:06,708 - [Narrator] With state-of-the-art facilities 648 00:31:06,708 --> 00:31:08,542 in New Jersey and South Carolina, 649 00:31:08,542 --> 00:31:10,833 sales up and down the East Coast 650 00:31:10,833 --> 00:31:14,208 now top 300,000 cases a year. 651 00:31:15,375 --> 00:31:18,917 Yet for all of his success, Olivieri wants more. 652 00:31:18,917 --> 00:31:20,375 - Yoo-hoo is a hit product, 653 00:31:20,375 --> 00:31:23,042 but he doesn't have the infrastructure to go national, 654 00:31:23,042 --> 00:31:25,542 which he desperately wants to do. 655 00:31:25,542 --> 00:31:27,458 - [Chirag] And he didn't have the reach of his competitors 656 00:31:27,458 --> 00:31:29,375 like Nestle or Hershey's. 657 00:31:29,375 --> 00:31:32,000 So, he needs a way to get into the average consumer's eyes 658 00:31:32,000 --> 00:31:33,875 because these competitors were gonna catch up 659 00:31:33,875 --> 00:31:36,208 and with their massive reach, definitely overtake. 660 00:31:36,208 --> 00:31:40,208 - And so, he's looking for ways to sell more Yoo-hoo. 661 00:31:40,208 --> 00:31:43,917 And then one fateful night, he has a chance meeting 662 00:31:43,917 --> 00:31:46,875 with a bit of a celebrity at a country club. 663 00:31:48,000 --> 00:31:50,375 And it'll change the complete trajectory 664 00:31:50,375 --> 00:31:51,917 of Yoo-hoo's future. 665 00:31:51,917 --> 00:31:53,000 [bright upbeat music] 666 00:31:58,417 --> 00:31:59,500 - [Narrator] In 1955, 667 00:31:59,667 --> 00:32:02,875 the fate of Yoo-hoo is at a pivotal crossroad. 668 00:32:04,042 --> 00:32:07,292 - Natale Olivieri is really working overtime 669 00:32:07,292 --> 00:32:10,000 trying to figure out ways to sell more Yoo-hoo 670 00:32:11,250 --> 00:32:14,958 when he has a chance encounter with a baseball great 671 00:32:14,958 --> 00:32:17,292 at a local country club. 672 00:32:17,292 --> 00:32:20,708 The man who said, "It's like deja vu all over again." 673 00:32:20,708 --> 00:32:23,583 Yankees catcher Yogi Berra. 674 00:32:24,625 --> 00:32:26,792 - [Narrator] The winner of the past two American League 675 00:32:26,792 --> 00:32:29,042 Most Valuable Player Awards. 676 00:32:29,042 --> 00:32:31,167 Berra has helped the New York Yankees 677 00:32:31,167 --> 00:32:34,292 win five World Series titles in a row. 678 00:32:35,542 --> 00:32:38,708 - Yogi Berra was a deeply beloved personality 679 00:32:38,708 --> 00:32:41,167 on and off the field. 680 00:32:41,167 --> 00:32:42,875 - [Chirag] Although he plays for the Bronx Bombers, 681 00:32:42,875 --> 00:32:45,250 Yogi lives in New Jersey about 15 miles away 682 00:32:45,250 --> 00:32:46,875 from the Yoo-hoo factory. 683 00:32:46,875 --> 00:32:48,333 And turns out he's been a big fan 684 00:32:48,333 --> 00:32:50,208 of the chocolatey drink for a while. 685 00:32:51,875 --> 00:32:53,708 - [Jason] So, Olivieri thinks to himself, 686 00:32:53,708 --> 00:32:54,958 "Maybe he could be the guy 687 00:32:54,958 --> 00:32:57,167 that could help me sell more Yoo-hoo." 688 00:32:57,167 --> 00:32:59,458 - Nowadays we're used to seeing professional athletes 689 00:32:59,458 --> 00:33:03,250 advertise everything from car insurance 690 00:33:03,250 --> 00:33:06,167 to their favorite cookie. 691 00:33:06,167 --> 00:33:07,625 - [Jason] Back then there's Wheaties. 692 00:33:07,625 --> 00:33:10,375 But for the most part, sports figures, 693 00:33:10,375 --> 00:33:12,250 if they were going to do an endorsement, 694 00:33:12,250 --> 00:33:15,083 it was typically for sports-related goods. 695 00:33:15,083 --> 00:33:16,875 - [Adam] You didn't see a professional athlete 696 00:33:16,875 --> 00:33:20,042 endorsing food products. 697 00:33:20,042 --> 00:33:22,250 - [Jason] But Olivieri is not dissuaded. 698 00:33:22,250 --> 00:33:23,667 And eventually he convinces Berra 699 00:33:23,667 --> 00:33:27,917 to be the face and the voice for Yoo-hoo chocolate drink. 700 00:33:27,917 --> 00:33:32,500 - [Narrator] In 1956, Yogi Berra signs a groundbreaking deal 701 00:33:32,500 --> 00:33:35,375 to become the public face of Yoo-hoo. 702 00:33:35,375 --> 00:33:37,042 - [Erin] As part of his deal, 703 00:33:37,042 --> 00:33:39,375 he gets stock options in the company. 704 00:33:39,375 --> 00:33:42,000 He even gets Mickey Mantle and Whitey Ford 705 00:33:42,000 --> 00:33:43,333 to endorse it as well. 706 00:33:43,333 --> 00:33:45,667 And they call it "The Drink of Champions." 707 00:33:47,042 --> 00:33:49,083 And while still not a national brand, 708 00:33:49,083 --> 00:33:50,708 Yoo-hoo quickly becomes 709 00:33:50,708 --> 00:33:53,792 one of the fastest growing drink brands in the country. 710 00:33:53,792 --> 00:33:56,708 [upbeat music] 711 00:33:56,708 --> 00:33:59,458 - [Narrator] While Yoo-hoo gets a much needed boost, 712 00:33:59,458 --> 00:34:01,625 Charles Sanna has cracked the code 713 00:34:01,625 --> 00:34:04,667 for what he believes could be a breakthrough product. 714 00:34:06,250 --> 00:34:08,292 - Charles Sanna figures out that you can combine sugar, 715 00:34:08,292 --> 00:34:11,792 cocoa powder and his Sanalac milk, 716 00:34:11,792 --> 00:34:13,292 and now you have a new product. 717 00:34:14,583 --> 00:34:16,125 Instant hot cocoa. 718 00:34:17,333 --> 00:34:20,250 - It's much easier to work with the Nestle Quik 719 00:34:20,250 --> 00:34:23,667 because you don't need to have hot milk. 720 00:34:23,667 --> 00:34:26,042 You just add it to hot water. 721 00:34:27,708 --> 00:34:28,542 - Whoa. 722 00:34:29,375 --> 00:34:30,625 - [Narrator] While the popularity of 723 00:34:30,625 --> 00:34:33,208 cold chocolate milk has steadily increased 724 00:34:33,208 --> 00:34:35,875 since the end of World War II, 725 00:34:35,875 --> 00:34:38,417 hot cocoa is a different story. 726 00:34:38,417 --> 00:34:41,125 - Hot cocoa still wasn't that widespread of a drink 727 00:34:41,125 --> 00:34:43,250 in the 1950s. 728 00:34:43,250 --> 00:34:44,875 - That's really good. 729 00:34:44,875 --> 00:34:48,583 - [Adam] Sanna's new product was unlike anything on the market. 730 00:34:48,583 --> 00:34:50,292 This was revolutionary. 731 00:34:50,292 --> 00:34:53,375 So, now all he needs is a great name 732 00:34:53,375 --> 00:34:57,458 and he comes up with Brown Swiss. 733 00:34:58,708 --> 00:35:00,333 Ugh. 734 00:35:00,333 --> 00:35:03,875 I mean, either sounds like bad cheese or a bad stomachache. 735 00:35:03,875 --> 00:35:08,333 - [Vallery] He names it Brown Swiss after a type of dairy cow 736 00:35:08,333 --> 00:35:12,208 because they're trying to emphasize the milk 737 00:35:12,208 --> 00:35:14,500 in their product, which is what sets them apart. 738 00:35:14,667 --> 00:35:16,208 - But he doesn't put their product 739 00:35:16,208 --> 00:35:17,875 on the market right away. 740 00:35:17,875 --> 00:35:21,208 - [Narrator] Instead, Sanna comes up with a unique place 741 00:35:21,208 --> 00:35:23,250 to debut his product. 742 00:35:23,250 --> 00:35:25,708 - [Vallery] Sanna has this brilliant idea 743 00:35:25,708 --> 00:35:30,542 to sell his Brown Swiss to commercial airlines. 744 00:35:31,708 --> 00:35:34,958 This was the golden age of air travel 745 00:35:34,958 --> 00:35:37,167 back when they were trying to give you more food, 746 00:35:37,167 --> 00:35:40,000 better food, better drinks. 747 00:35:40,000 --> 00:35:41,417 And to save flight attendants 748 00:35:41,417 --> 00:35:43,500 from having to measure the powder 749 00:35:43,500 --> 00:35:45,875 and mix it with the hot water, 750 00:35:45,875 --> 00:35:50,250 he puts it in pre-measured single serve packets. 751 00:35:50,250 --> 00:35:52,250 - There was no major modern brand 752 00:35:52,250 --> 00:35:54,250 that was doing this until Brown Swiss. 753 00:35:54,250 --> 00:35:58,458 - He made a user-friendly version of hot cocoa. 754 00:35:58,458 --> 00:36:01,208 - [Narrator] In 1956, Brown Swiss becomes 755 00:36:01,208 --> 00:36:04,000 the first instant hot cocoa available 756 00:36:04,000 --> 00:36:06,667 on commercial airlines. 757 00:36:06,667 --> 00:36:08,292 But there's a problem. 758 00:36:08,292 --> 00:36:09,625 - Airlines dropped his product 759 00:36:09,625 --> 00:36:12,208 because there were too many people 760 00:36:12,208 --> 00:36:14,542 stealing the single serve packets. 761 00:36:14,542 --> 00:36:17,375 His product, it was too popular. 762 00:36:17,375 --> 00:36:19,208 - [Narrator] While losing the airline contracts 763 00:36:19,208 --> 00:36:20,792 is a setback, 764 00:36:20,792 --> 00:36:24,042 Sanna sees this as proof that his high demand product 765 00:36:24,042 --> 00:36:27,250 could also do well in grocery stores 766 00:36:27,250 --> 00:36:30,125 with a small but innovative change. 767 00:36:30,125 --> 00:36:32,542 - When he pivots to the grocery store, 768 00:36:32,542 --> 00:36:35,583 he makes these family-sized boxes 769 00:36:35,583 --> 00:36:37,250 of the single packet servings 770 00:36:37,250 --> 00:36:39,417 that he can distribute on a large scale. 771 00:36:39,417 --> 00:36:41,542 - And for the instant powder drink market, 772 00:36:41,542 --> 00:36:44,208 that entire notion was completely novel. 773 00:36:44,208 --> 00:36:46,292 - New packaging. How about a new name? 774 00:36:47,625 --> 00:36:51,083 - [Narrator] By 1963, grocery stores across the country 775 00:36:51,083 --> 00:36:54,583 begin carrying boxes of Sanna's product 776 00:36:54,583 --> 00:36:56,917 with a new and improved name. 777 00:36:56,917 --> 00:37:00,208 [suspenseful dramatic music] 778 00:37:00,208 --> 00:37:04,333 - [Vallery] Sanna rebrands from Brown Swiss to Swiss Miss, 779 00:37:04,333 --> 00:37:07,833 evoking this Alpine village. 780 00:37:07,833 --> 00:37:09,667 You're out in the cold mountains 781 00:37:09,667 --> 00:37:11,542 and you just want a cup of hot cocoa. 782 00:37:11,542 --> 00:37:13,083 - [Beth] And Switzerland's known for 783 00:37:13,083 --> 00:37:14,417 their high-quality chocolate. 784 00:37:14,417 --> 00:37:17,833 It's like you've got this perfect name 785 00:37:17,833 --> 00:37:20,042 on this perfect format. 786 00:37:20,042 --> 00:37:21,292 Genius. 787 00:37:21,292 --> 00:37:23,667 - And the single serving size is great 788 00:37:23,667 --> 00:37:26,375 for this increasingly industrialized, 789 00:37:26,375 --> 00:37:28,333 rapidly moving society. 790 00:37:28,333 --> 00:37:29,542 You don't have to cut anything. 791 00:37:29,542 --> 00:37:31,542 You don't have to measure anything. 792 00:37:31,542 --> 00:37:34,125 You don't have to carefully calibrate everything. 793 00:37:34,125 --> 00:37:36,125 It's a game changer. 794 00:37:36,125 --> 00:37:38,708 - [Narrator] Many Americans' first taste of hot cocoa 795 00:37:38,708 --> 00:37:41,958 comes courtesy of Sanna's breakthrough product, 796 00:37:41,958 --> 00:37:44,000 which is an immediate hit. 797 00:37:44,000 --> 00:37:46,542 - He's not going up against the chocolate syrup 798 00:37:46,542 --> 00:37:49,542 or against a bottled chocolate milk beverage. 799 00:37:49,542 --> 00:37:52,042 Swiss Miss is super successful. 800 00:37:52,042 --> 00:37:53,583 He was able to corner the market 801 00:37:53,583 --> 00:37:57,750 and create his own place in the hot cocoa aisle. 802 00:37:59,042 --> 00:38:01,833 - [Narrator] But its success quickly inspires imitators. 803 00:38:03,417 --> 00:38:06,042 Less than two years after the launch of Swiss Miss, 804 00:38:06,042 --> 00:38:09,250 Hershey releases a hot cocoa mix of their own. 805 00:38:10,500 --> 00:38:12,375 - [Chirag] But Swiss Miss is the only one 806 00:38:12,375 --> 00:38:15,042 that you still make with hot water, not milk. 807 00:38:15,042 --> 00:38:16,292 - We're still ahead of everyone. 808 00:38:16,292 --> 00:38:18,208 - But for how long? 809 00:38:18,208 --> 00:38:19,667 - [Narrator] Faced with competition 810 00:38:19,667 --> 00:38:22,417 from one of the biggest names in food, 811 00:38:22,417 --> 00:38:25,833 Charles Sanna will scramble to revamp his product 812 00:38:25,833 --> 00:38:28,250 with one last innovation that propels him to the top. 813 00:38:34,667 --> 00:38:35,667 - [Narrator] By the early 1960s, 814 00:38:36,042 --> 00:38:39,083 Natale Olivieri has turned his pioneering idea 815 00:38:39,083 --> 00:38:42,083 into a wildly successful brand 816 00:38:42,083 --> 00:38:45,083 with Yoo-hoo sales up and down the East Coast 817 00:38:45,083 --> 00:38:46,375 at an all time high. 818 00:38:46,375 --> 00:38:49,417 - [Erin] So, now that Yoo-hoo has done 819 00:38:49,417 --> 00:38:51,958 all that Olivieri hoped for it and more, 820 00:38:51,958 --> 00:38:54,708 he decides to sell Yoo-hoo for a million dollars 821 00:38:54,708 --> 00:38:57,625 to an advertising executive named Max Geller. 822 00:38:57,625 --> 00:39:01,208 A million dollars back then is $10 million today. 823 00:39:01,208 --> 00:39:02,667 Olivieri takes that money 824 00:39:02,667 --> 00:39:04,792 and he retires to Florida with his wife. 825 00:39:04,792 --> 00:39:07,792 - [Narrator] Shortly after the sale, Yoo-hoo's new owner 826 00:39:07,792 --> 00:39:11,500 strikes a major distribution deal with PepsiCo, 827 00:39:11,500 --> 00:39:15,000 finally turning Yoo-hoo into a global brand. 828 00:39:15,000 --> 00:39:17,250 - [Erin] Olivieri's dream is finally realized. 829 00:39:17,250 --> 00:39:19,833 It's a national brand and a household name, 830 00:39:19,833 --> 00:39:22,042 and he's enjoying it all from Florida. 831 00:39:22,042 --> 00:39:24,083 - [Narrator] Yoo-hoo will eventually be bought 832 00:39:24,083 --> 00:39:25,833 by Keurig Dr. Pepper 833 00:39:25,833 --> 00:39:29,708 and sell roughly 100 million bottles a year. 834 00:39:29,708 --> 00:39:33,000 - Yoo-hoo defined a happy childhood. 835 00:39:33,000 --> 00:39:35,875 Hands down my favorite beverage on the planet. 836 00:39:35,875 --> 00:39:37,542 - [Adam] It was a regionally beloved thing 837 00:39:37,542 --> 00:39:39,375 that became a nationally beloved thing 838 00:39:39,375 --> 00:39:41,708 that became a food product 839 00:39:41,708 --> 00:39:44,750 that changed the food landscape forever. 840 00:39:48,542 --> 00:39:50,250 - [Narrator] Meanwhile, Charles Sanna 841 00:39:50,250 --> 00:39:53,875 is desperately trying to fend off his new competition. 842 00:39:53,875 --> 00:39:56,958 - We have to do something to set Swiss Miss apart. 843 00:39:56,958 --> 00:39:58,417 - [Chirag] At this point, 844 00:39:58,417 --> 00:39:59,917 the hot cocoa market's starting to get really saturated 845 00:39:59,917 --> 00:40:03,542 with companies like Nestle, Hershey, and even Carnation. 846 00:40:03,542 --> 00:40:04,583 - Look at cereal. 847 00:40:06,208 --> 00:40:08,042 They're all doing something different. 848 00:40:08,042 --> 00:40:12,458 Colored loops, chocolate puffs, little marshmallows. 849 00:40:15,917 --> 00:40:17,583 - [Chirag] He gets really fascinated by Lucky Charms 850 00:40:17,583 --> 00:40:19,625 and how appealing it is to children. 851 00:40:21,542 --> 00:40:23,875 - It sparks this realization 852 00:40:23,875 --> 00:40:27,167 that there's a whole market that they're missing out on. 853 00:40:27,167 --> 00:40:30,083 - [Narrator] While mass produced bags of marshmallows 854 00:40:30,083 --> 00:40:32,875 from brands like Kraft began appearing in stores 855 00:40:32,875 --> 00:40:35,083 in the late 1950s, 856 00:40:35,083 --> 00:40:38,750 Swiss Miss becomes the first instant hot cocoa powder 857 00:40:38,750 --> 00:40:42,917 to include dehydrated marshmallows in 1972. 858 00:40:44,042 --> 00:40:46,458 - [Adam] Marshmallows added a whole new dimension 859 00:40:46,458 --> 00:40:49,208 to the hot cocoa experience. 860 00:40:49,208 --> 00:40:50,583 The first time you opened it up 861 00:40:50,583 --> 00:40:52,042 and you saw those little suckers 862 00:40:52,042 --> 00:40:55,042 just bobbing around and some of them would melt 863 00:40:55,042 --> 00:40:58,208 and make this kind of vanilla foam on top? 864 00:40:58,208 --> 00:41:02,500 It was essentially something great becoming even greater. 865 00:41:02,500 --> 00:41:03,708 - [Chirag] The moment they added the marshmallows 866 00:41:03,708 --> 00:41:05,292 to their hot cocoa mix, 867 00:41:05,292 --> 00:41:07,458 all the competitors started doing the same exact thing. 868 00:41:07,458 --> 00:41:08,792 But because they were first, 869 00:41:08,792 --> 00:41:10,667 they ended up standing out and became, 870 00:41:10,667 --> 00:41:14,625 and still are the number one hot cocoa mix in America. 871 00:41:14,625 --> 00:41:16,292 - [Narrator] With more than 50 million boxes 872 00:41:16,292 --> 00:41:19,125 of Swiss Miss sold each year, 873 00:41:19,125 --> 00:41:21,958 today the global chocolate powder drinks market 874 00:41:21,958 --> 00:41:25,750 is valued at roughly $3 billion. 875 00:41:25,750 --> 00:41:28,000 - [Vallery] Swiss Miss is definitely still a pantry staple 876 00:41:28,000 --> 00:41:28,750 to this day. 877 00:41:28,750 --> 00:41:30,125 There are other competitors, 878 00:41:30,125 --> 00:41:33,792 but I would say it's the iconic hot cocoa brand. 879 00:41:35,167 --> 00:41:38,042 -[Narrator] As for the world's bestselling chocolate syrup, 880 00:41:38,042 --> 00:41:42,833 Hershey's. After launching their iconic squeeze bottle in 1979, 881 00:41:42,833 --> 00:41:45,667 they've become part of the roughly $10 billion a year 882 00:41:45,667 --> 00:41:49,375 global chocolate syrup market. 883 00:41:49,375 --> 00:41:50,875 - [Beth] There would be no frappuccino, 884 00:41:50,875 --> 00:41:52,708 no products that we know and love today 885 00:41:52,708 --> 00:41:55,625 without a syrup like Hershey's syrup 886 00:41:55,625 --> 00:41:58,542 that could be easily introduced to beverages. 887 00:42:00,000 --> 00:42:02,333 - [Adam] Drinking chocolate, whether it's something enjoyed 888 00:42:02,333 --> 00:42:06,292 cold like a Yoo-hoo or a cup of cocoa from Swiss Miss, 889 00:42:06,292 --> 00:42:10,583 a delicious chocolate shake with Hershey syrup. 890 00:42:10,583 --> 00:42:13,625 Suddenly you had this way to consume chocolate 891 00:42:13,625 --> 00:42:15,917 that had never been seen before. 892 00:42:15,917 --> 00:42:18,792 And by making it more affordable, more user-friendly, 893 00:42:18,792 --> 00:42:21,792 more people get to experience these flavors. 894 00:42:21,792 --> 00:42:26,042 It's a drinkable, edible manifestation of joy itself.