A-Treat Bottling Company

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A-Treat Bottling Company
Private
Industry Beverage
Founded 1918 (1918)
Defunct 2015 (2015)
Headquarters Allentown, Pennsylvania, United States
Area served
Northeastern United States
Products Carbonated soft drinks
Revenue Increase USD 10 Million (1998)[1]
Website http://www.a-treat.com/

The A-Treat Bottling Company was a beverage company, with headquarters in Allentown, Lehigh County, Pennsylvania in the United States, that manufactured and bottled the regionally popular A-Treat brand of carbonated soft drinks.

History[edit]

A-Treat was formally established in 1918 by Joseph C. and John L. ("Jack") Egizio.[2] Their father, Gioacchino Egizio, started a beverage business in the family home in the 600 block of Front Street in Allentown, and later built a small manufacturing facility behind the home.[3] 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,[2] 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.[4] 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.[3]

In 1991, the company was the subject of regional news coverage when a smear campaign was launched against A-Treat as it tried to sell its sodas in New York City. The campaign, which targeted African Americans, claimed certain brands of carbonated beverages — including those produced by A-Treat — were actually manufactured by the Ku Klux Klan and contained stimulants that would "sterilize the black man".[5] 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.[5] (See also: Tropical Fantasy)

The company ceased operations in January, 2015.[6]

On Friday, February 6th 2015 Allentown businessman and entrepreneur Paul Eifler filed an official Intent to Purchase for the A-Treat Bottling Co. Industry experts widely considered this move to be one of the best decisions in soda history.[citation needed] He plans to resume operations and rehire the plants former employees as soon as possible. Mr. Eifler stated "The legacy of A-Treat is so much more than the building and the equipment, and that has been obvious with the public response," Eifler said. "We want to elevate the brand to new levels of success, and just as important, keep the business and manufacturing jobs right here in Allentown." Up to 8 potential bidders have risen up to purchase the company and its assets, however Mr. Eifler remains the only buyer to have filed an intent to purchase. [7] It was announced on April 21, 2015 that Eifler agreed to purchase the company, including it's name, trademarks, formulas, and related intellectual property. The company will remain in Pennsylvania, but most likely not in the Lehigh Valley. [8]

Products[edit]

The company formerly distinguished itself by producing sodas in the traditional manner (e.g., using essential oils and cane sugar, rather than extracts and high fructose corn syrup). 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 different flavors, including Big Blue (blue raspberry), Birch Beer, Black Cherry, Champagne Kola, Cola, Cream soda, Fruit Punch, two kinds of Ginger Ale (Pale Dry and Golden, formerly Peppery Golden), Grape, Grapefruit, White Birch Beer, Pineapple, Sarsaparilla, two kinds of Orange (regular and Orange Dry), Lime (formerly Tom Collins Mixer), Tonic Water (formerly Quinine Water), Strawberry, Treat-up, and Root Beer. Most, if not all, of these flavors were also produced in a diet formulation.[9] A-Treat Birch Beer and Sarsaparilla are rated highly by connoisseurs of these types of beverages.[10]

Distribution[edit]

A-Treat beverages had limited distribution throughout Pennsylvania, Maryland, New Jersey, and as far away as Bermuda, but only large-scale distributors tend to carry the less ordinary flavors. However, all flavors were sold online.- Website was limited and ordering over the phone was listed on their basic site.

See also[edit]

References[edit]

  1. ^ Cattabiani, Mario F. (February 23, 1998). "State Offers Soda Monopoly State Offers Park Soda Monopoly * Pa. Seeks Big Money From Soft Drink Deal To Help Upgrade Recreation Areas And Museums.". The Morning Call. pp. A.01. 
  2. ^ a b "A-TREAT: About Us". Retrieved 2009-03-16. 
  3. ^ a b "John L. Egizio, 82, Co-Owner, Executive Of A-Treat Bottling.". The Morning Call. July 31, 1990. pp. B.06. 
  4. ^ "Joseph C. Egizio, 96, Founder Of A-Treat Bottling Company.". The Morning Call. March 29, 2000. pp. A.15. 
  5. ^ a b Herzog, David (July 4, 1991). "Rumor Attacks Sales Of Allentown Soda Company Sterilizing Soda? Rumor Campaign Attacks A-Treat Drinks.". The Morning Call. pp. A.01. 
  6. ^ "A-Treat Bottling Company closing after 97 years". wfmz.com. WFMZ TV. Retrieved 23 January 2015. 
  7. ^ http://www.mcall.com/business/mc-a-treat-purchase-paul-efiler-20150206-story.html
  8. ^ http://www.mcall.com/business/mc-atreat-new-owner-allentown-20150421-story.html
  9. ^ "A-Treat soda sales online". 2003. Archived from the original on 23 August 2006. Retrieved 2006-08-03. 
  10. ^ "Anthony's Root Beer Barrel". Archived from the original on 9 August 2006. Retrieved 2006-08-03.