A-Treat Bottling Company
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The A-Treat Bottling Company was a beverage company headquartered in
Allentown, Pennsylvania Allentown ( Pennsylvania Dutch: ''Allenschteddel'', ''Allenschtadt'', or ''Ellsdaun'') is a city in Lehigh County, Pennsylvania. The city has a population of 125,845 as of the 2020 census. It is the fastest-growing major city in Pennsylvania ...
, that manufactured and bottled the A-Treat brand of carbonated
soft drink A soft drink (see § Terminology for other names) is a drink A drink or beverage is a liquid intended for human consumption. In addition to their basic function of satisfying thirst, drinks play important roles in human culture. Common t ...
s. A-Treat stopped production on January 23, 2015, but the brand was purchased by Jaindl Companies and production resumed.


History

A-Treat was founded by the Munjones. Their father, Gioacchino Egizio, started a beverage business in the family home in the 600 block of Front Street in
Allentown, Pennsylvania Allentown ( Pennsylvania Dutch: ''Allenschteddel'', ''Allenschtadt'', or ''Ellsdaun'') is a city in Lehigh County, Pennsylvania. The city has a population of 125,845 as of the 2020 census. It is the fastest-growing major city in Pennsylvania ...
, and later built a small manufacturing facility behind the home. Their mother, Vincenza Munjone, also came from a family involved in the beverage business in Allentown. In 1932, the Egizio brothers moved the business to Union Boulevard in East Allentown, where it remains to this day. Joseph C. Egizio served as the board chairman of A-Treat Bottling Co. until retiring in 1989. He died in 2000, at the age of 96. John L. Egizio, who had started working at the company at the age of 13 delivering sodas on his bicycle, served as vice president and co-owner until his death in 1990. In 1991, the company was the subject of regional news coverage when a
smear campaign A smear campaign, also referred to as a smear tactic or simply a smear, is an effort to damage or call into question someone's reputation, by propounding negative propaganda. It makes use of discrediting tactics. It can be applied to individual ...
was launched against A-Treat as it tried to sell its sodas in
New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...
. The campaign, which targeted
African Americans African Americans (also referred to as Black Americans and Afro-Americans) are an ethnic group consisting of Americans with partial or total ancestry from sub-Saharan Africa. The term "African American" generally denotes descendants of ens ...
, claimed certain brands of carbonated beverages, including those produced by A-Treat, were actually manufactured by the
Ku Klux Klan The Ku Klux Klan (), commonly shortened to the KKK or the Klan, is an American white supremacist, right-wing terrorist, and hate group whose primary targets are African Americans, Jews, Latinos, Asian Americans, Native Americans, and Cat ...
and contained stimulants that would "sterilize the black man". Investigations by the U.S. Food and Drug Administration and New York City's Department of Health found the claims to be unsubstantiated and untrue. On July 21, 2015, it was announced that the Jaindl Companies had purchased the A-Treat brand, including its name, trademarks, formulas, and related intellectual property. A co-packing agreement was reached with
The Coca-Cola Company The Coca-Cola Company is an American multinational beverage corporation founded in 1892, best known as the producer of Coca-Cola. The Coca-Cola Company also manufactures, sells, and markets other non-alcoholic beverage concentrates and syrups ...
that keeps production in the
Lehigh Valley The Lehigh Valley (), known colloquially as The Valley, is a geographic region formed by the Lehigh River in Lehigh County and Northampton County in eastern Pennsylvania. It is a component valley of the Great Appalachian Valley bound to the no ...
, with production scheduled to resume in August 2015. A poll was held on July 27, 2015, to decide the first flavors A-Treat would release onto store shelves. With an unexpected victory, Orange Cream placed first with 17% of the votes, which was later revealed that the poll was manipulated by a single person using multi-login on
Google Chrome Google Chrome is a cross-platform web browser developed by Google. It was first released in 2008 for Microsoft Windows, built with free software components from Apple WebKit and Mozilla Firefox. Versions were later released for Linux, macOS, ...
to cast over 10,000 votes. Black Cherry placed second with 8% of votes, and production of the two flavors was immediately started alongside the eight previously announced flavors: Birch Beer, Cream, Big Blue, Ginger Ale, Sarsaparilla, Orange, Root Beer, Grapefruit, and Diet Cream. A-Treat Grapefruit, another flavor with a devoted following, was the first soda to roll off the line when A-Treat made its return in 2015. On May 20, 2016, A-Treat launched Orange Cream, its first new flavor in over six years.


Products

The company formerly distinguished itself by producing sodas in the traditional manner (e.g., using
essential oil An essential oil is a concentrated hydrophobic liquid containing volatile (easily evaporated at normal temperatures) chemical compounds from plants. Essential oils are also known as volatile oils, ethereal oils, aetheroleum, or simply as the o ...
s and
cane sugar Sucrose, a disaccharide, is a sugar composed of glucose and fructose subunits. It is produced naturally in plants and is the main constituent of white sugar. It has the molecular formula . For human consumption, sucrose is extracted and ref ...
, rather than
extract An extract is a substance made by extracting a part of a raw material, often by using a solvent such as ethanol, oil or water. Extracts may be sold as tinctures, absolutes or in powder form. The aromatic principles of many spices, nuts ...
s and
high fructose corn syrup High-fructose corn syrup (HFCS), also known as glucose–fructose, isoglucose and glucose–fructose syrup, is a sweetener made from corn starch. As in the production of conventional corn syrup, the starch is broken down into glucose by enzy ...
). As of the final production, the company used both cane sugar syrup and high fructose corn syrup. A-Treat produced soft drinks in at least 16 flavors, including Big Blue (blue raspberry),
Birch Beer Birch beer is a beverage, commonly found as a carbonated soft drink made from herbal extracts and birch bark. It was originally made from the extracts of both oak and pine barks (which are sometimes combined). There are dozens of brands of birch ...
,
Black Cherry ''Prunus serotina'', commonly called black cherry,World Economic Plants: A Standard Reference, Second Edition'. CRC Press; 19 April 2016. . p. 833–. wild black cherry, rum cherry, or mountain black cherry, is a deciduous tree or shrub of the ...
, Champagne Kola,
Cola Cola is a carbonated soft drink flavored with vanilla, cinnamon, citrus oils and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked brand, in 1886, which was imi ...
, Cream soda, Fruit Punch, two kinds of
Ginger Ale Ginger ale is a carbonated soft drink flavoured with ginger. It is consumed on its own or used as a mixer, often with spirit-based drinks. There are two main types of ginger ale. The golden style is credited to the Irish doctor Thomas Joseph ...
(Pale Dry and Golden, formerly Peppery Golden),
Grape A grape is a fruit, botanically a berry, of the deciduous woody vines of the flowering plant genus '' Vitis''. Grapes are a non- climacteric type of fruit, generally occurring in clusters. The cultivation of grapes began perhaps 8,000 years a ...
,
Grapefruit The grapefruit (''Citrus'' × ''paradisi'') is a subtropical citrus tree known for its relatively large, sour to semi-sweet, somewhat bitter fruit. The interior flesh is segmented and varies in color from pale yellow to dark pink. Grapefruit ...
, White Birch Beer,
Pineapple The pineapple (''Ananas comosus'') is a tropical plant with an edible fruit; it is the most economically significant plant in the family Bromeliaceae. The pineapple is indigenous to South America, where it has been cultivated for many centuri ...
,
Sarsaparilla Sarsaparilla often refers to the sarsaparilla soft drink, made from Smilax plants. Sarsaparilla may also refer to: Biology *Several species of plants, of the genus ''Smilax'', including: **''Smilax ornata'', also known as Honduran or Jamaican sar ...
, two kinds of Orange (regular and Orange Dry), Lime (formerly Tom Collins Mixer), Tonic Water (formerly Quinine Water), Strawberry, Treat-up, and
Root Beer Root beer is a sweet North American soft drink traditionally made using the root bark of the sassafras tree '' Sassafras albidum'' or the vine of '' Smilax ornata'' (known as sarsaparilla, also used to make a soft drink, sarsaparilla) as the ...
. Most, if not all, of these flavors were also produced in a diet formulation. A-Treat Birch Beer and Sarsaparilla are rated highly by connoisseurs of these types of beverages.


Distribution

A-Treat beverages has limited distribution throughout
Pennsylvania Pennsylvania (; ( Pennsylvania Dutch: )), officially the Commonwealth of Pennsylvania, is a state spanning the Mid-Atlantic, Northeastern, Appalachian, and Great Lakes regions of the United States. It borders Delaware to its southeast, ...
,
Maryland Maryland ( ) is a state in the Mid-Atlantic region of the United States. It shares borders with Virginia, West Virginia, and the District of Columbia to its south and west; Pennsylvania to its north; and Delaware and the Atlantic Ocean t ...
,
New Jersey New Jersey is a state in the Mid-Atlantic and Northeastern regions of the United States. It is bordered on the north and east by the state of New York; on the east, southeast, and south by the Atlantic Ocean; on the west by the Delawa ...
, and as far away as
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.


References

{{reflist, 2


External links


Official website
1918 establishments in Pennsylvania American companies established in 1918 American soft drinks Companies based in Allentown, Pennsylvania Drink companies of the United States Food and drink companies based in Pennsylvania Food and drink companies established in 1918 Privately held companies based in Pennsylvania