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The History Of BRC
Wearing The Crown
In 1959 the Chero-Cola Company would change its name to the Royal Crown Cola Company, reflecting Claude A. Hatcher’s original ginger ale soft drink. Four years after W. T. Miller formulated Diet Rite Cola, the sugar-free soft drink was officially marketed and sold to the public, in 1962. Diet Rite was well received and would not see competition for several years, until major companies, including Coca-Cola, Pepsi, and the sugar industry sought to slow the success of Diet Rite Cola.
In late October of 1969, the United States FDA banned the sweetener cyclamate. Using a flawed group of mice for testing the sweetener, the mice were breed to have cancer at a rate of 5% of the population. The mice were fed the equivalent of 400 cans of Diet Rite Cola a day for a year; 3% of the mice developed bladder cancer—the evidence was used to ban cyclamate. W. T. Miller worked that weekend to develop a replacement.
Monday morning of the following week, he had a substitute ready for the bottlers and Diet Rite Cola would continue its production. Presently, cyclamate is legal in most countries, except the US.
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