Tang: A Space-Age Sensation

Tang, the iconic orange-flavored instant breakfast drink, was developed in 1957 by General Foods scientist William A. Mitchell. Initially marketed in 1959 as a shelf-stable, vitamin C-packed alternative to orange juice, Tang struggled to gain traction. Its fortunes changed dramatically when NASA selected it for John Glenn’s 1962 Mercury mission, capitalizing on its lightweight, easy-to-mix powder form ideal for zero-gravity consumption. This association with the U.S. space program, particularly during the Gemini and Apollo missions, propelled Tang into the spotlight, creating a misconception that NASA invented it. General Foods seized the opportunity, launching a marketing blitz with slogans like “For Spacemen and Earth Families,” tying Tang to the space race’s allure. Sales skyrocketed, making Tang a household name and a symbol of futuristic innovation. By 1968, Tang even sponsored Apollo 8’s TV coverage. Despite Buzz Aldrin’s 2013 quip that “Tang sucks,” its popularity endured, especially globally, with flavors like mango and pineapple boosting sales in Brazil, Argentina, and the Philippines. By 2011, Tang became Kraft’s billion-dollar brand, with significant sales during Ramadan in the Middle East. Home cooks also embraced Tang in creative recipes, from milkshakes to orange chicken. Still used on NASA missions today, Tang’s blend of convenience, nostalgia, and space-age charm ensures its place as a global staple, far beyond its humble beginnings.