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In 1911 Chicago, beverage chemist Neil C. Ward conducted systematic experiments to formulate a new soft drink.
In his laboratory, he experimented with flavoring compounds and extracts, pursuing a formula that would appeal to American consumers.
His breakthrough came after months of methodical testing.
The final prototype yielded a bright orange liquid with a distinct citrus taste—becoming Crush soda.
Before founding Orange Crush, Clayton J. Howel had built his reputation by owning Howel's Orange Julep, a regional soft drink success.
He used his early success to come up with the idea for Crush.
A food scientist by the name of Neil C. Ward had developed a distinctive orange soda formula, and Howel saw its market potential.
Their partnership was formalized in 1911 as the Orange Crush Company—merging Ward's technical expertise with Howel's business acumen.
Howel and Ward engineered Orange Crush's early success through calculated deception.
They added artificial orange pulp to their bottles, creating an illusion of freshly squeezed juice that distinguished their product from competitors.
The floating pulp fragments convinced customers they were drinking processed sunshine, though no actual oranges contributed to this visual trick.
The strategy worked.
Consumers embraced what they believed was natural orange essence suspended in the bright liquid.
This manufactured authenticity defined Orange Crush until market demands and modern production eventually eliminated the need for artificial pulp.
Orange Crush's early packaging choices shaped its market presence.
The first bottles featured raised ridges in clear glass, showcasing the drink's bright orange color.
These distinct ridges earned them the name "Crinkly" bottles among customers.
In 1937, Orange Crush switched to amber glass while keeping the ridged texture.
These "Crinkly Brown" bottles served two purposes:
The company abandoned both the brown glass and rigid design in 1955 with its "Big New Bottle."
This larger, smooth-sided container marked Orange Crush's shift toward modern aesthetics.
Orange Crush maintained its place in the soft drink market through decades of steady sales and brand recognition.
In 1980, Procter & Gamble saw an opportunity and purchased the brand, gaining control of Orange Crush operations across most markets.
The acquisition excluded Canadian distribution rights, which P&G later secured in 1984.
P&G's resources and marketing expertise positioned Orange Crush for expanded market reach.
By the end of 1980s, Cadbury Schweppes acquired Orange Crush from Procter & Gamble in 1989.
The British beverage company saw Orange Crush as a strategic addition to strengthen its position in the American market.
Cadbury Schweppes led Orange Crush's development for 19 years.
In 2008, the company split its U.S. beverage operations into a separate business:
Now based in Frisco, Texas, Keurig Dr Pepper maintains ownership of the Crush brand and trademark, carrying forward the innovative spirit of its creators.
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