EZE Orange

July 17, 1956, Appleton Post-Crescent

Marten's Dairy was located in Neenah, though it's tag line reflected it as a Neenah-Menasha concern, like many businesses in the Twin Cities.  The EZE Orange drink was a summer favorite, very sweet, as evidenced by its ingredient list: 

Artificial color and "cloud?" There are some ways that beverage brands innovate to please consumers – by reducing sugar, cutting calories, and shortening ingredient lists to familiar, easily recognizable components. Beverage brands often communicate functionality through the use of a ‘cloudy’ appearance and thicker mouthfeel. Beverages like juice, juice drinks and enhanced waters incorporate specific cloud emulsions in product formulations to connote the functionality and taste of real juices and other ingredients. These same emulsions also give the beverage a thicker mouthfeel, further suggesting an authentic fruit and vegetable experience.  Thanks to Google for that.