Metrecal
Metrecal was an American brand of low-calorie, powdered diet foods "containing the essential nutrients of protein, carbohydrate, fat, vitamins and minerals" introduced in the early 1960s by the Mead Johnson company, with the first variety going on the market on October 6, 1959, the same day as another Mead Johnson product, Enfamil. Though the initial Metrecal products were criticized for their taste, which newer varieties of flavor tried to improve upon, it attained a niche in the popular culture of the time. Created and marketed initially by C. Joseph Genster of Mead Johnson & Company, it was eventually replaced in the market by competitors such as SlimFast and lost popularity.
History
Founding
Mead Johnson had a long history of creating nutritional supplements for infants and invalids, and Metrecal was seen as a logical progression into weight loss for the general public. Genster was the group director for nutritional specialties at Mead Johnson, which launched the product in September 1959, though it was unclear who conceived the original concept. Food innovator Sylvia Schur's company provided consulting work on the product's development. The name for the product was generated by an IBM syllable-scrambling program, that when "meter" and "calories" were entered, referring to the measured caloric intake of the diet, the name "Metrecal" was created.Popular phase
Originally the product came as a powder which was to be mixed with water. Metrecal included more protein than other weight-loss products available at the time. The Metrecal diet plan had people consume four self-prepared shakes of Metrecal a day, with each can providing 225 calories for a total of 900 per day.Many of those trying to subsist on 900 calories per day experienced hunger pangs, which would typically dissipate after a few days. In addition to the original vanilla flavor, later offerings included chocolate and butterscotch along with several other flavors, and the product line was extended to include Metrecal cookies, clam chowder and tuna with noodles. Stating that "most users agree that the stuff is vile-tasting", Time reported that many dieters would add liquor to make it more palatable.
Forbes noted how "Metrecal moved out of the medicine cabinet toward the kitchen, the patio, the pool", while an article in a November 1960 article in Time magazine reported that it was being purchased by "growing hordes of Schmoo-shaped addicts who were insisting on guzzling their way to the vanishing point" who were joined by the royalty of Greece and Saudi Arabia. In her 1963 book The Feminine Mystique, Betty Friedan lamented how women "ate a chalk called Metrecal, instead of food, to shrink to the size of thin young models".