From Bromo-Seltzer to Fizzies

by Felice Prager

Bromo-Seltzer, an antacid made from acetaminophen, sodium bicarbonate, and citric acid, was originally produced by the Emerson Drug Company in the USA in the form of effervescent granules which, when added to water, fizzed as it dissolved.

In the early days of radio, people recognized Bromo-Seltzer by its rhythmic imitation of a train engine: “Bro-mo-selt-zer. Bro-mo-selt-zer, …” (Kind of like “Good n Plenty. Good n Plenty”?)

In the 1950s, the Emerson Drug Company chemists put its efforts into producing a tablet which when dissolved in water, created a fizzing soft drink. Kirk LeMoyne “Lem” Billings, best friend of President John F. Kennedy invented the idea for Emerson.

The concept was to put fruit flavors, flavors kids liked, to the basic formula. These were called Fizzies and were very popular. It was introduced in 1957. With one little table and a glass of water, Fizzies released its magical fizz and created a sweet, effervescent drink.

It was not only marketed toward children, but it was also marketed for adults, a highly unusual occurrence in the world of candy.

The original cost was 19 cents for 8 tablets. Unfortunately, the original formula contained the sugar substitute cyclamate that the FDA banned in 1968 citing that this product caused cancer in laboratory animals. This caused fear in many parents who thought they were providing a nutritional drink.

They also knew their children often put the tablets directly on their tongues. Parents also put fear into their children who, when suggesting they swallow a tablet whole and follow it with a glass of water, told their children their stomachs would explode.

Over the years, the formula changed. Depending upon what sweetener the FDA was banning, it was sweetened with sucaryl and then saccharine over time. In fact, when owned by Warner-Lambert Pharmaceutical Company, it was sold without sweetener and the instructions suggested adding one tablespoon of sugar and ice.

When NutraSweet was introduced, Premiere Innovations, Inc. tried to revive the product, but they were unsuccessful.

Today, it is available again in seven flavors: root beer, fruit punch, sour apple, cherry, lemon lime, orange, and blue razz. The manufacturer is Amerilab Technologies in Plymouth, Minnesota. Today’s formula is calorie free and contains the daily recommended dose of Vitamin C.

They are marketed as a nostalgia drink for baby boomers. In its present formulation, it is a mixture of sorbitol, acesulfame potassium, ascorbic acid, and sucralose. As the advertisement says, “They are not just good, they are good for you, too!”

Fizzies Trivia:

1.In the movie National Lampoon’s Animal House, when Dean Wormer reads a list of pranks committed by members of the Delta House Fraternity, one is dumping an entire truckload of Fizzies into a swimming pool during a swim meet.

2.Fizzies contain no preservatives so they should be used when put in water within 12 hours. They can be refrigerated for 24 hours.

3.In the movie by the Coen brothers, The Hudsucker Proxy, two cab drivers in the diner scene order Bromo for indigestion caused by eating the diner’s Special.