Liqui-cal…the dairy bottle that holds the answer to effective, pleasant weight reduction for you!
by Erin Doane, curator
We have a large collection of milk bottles (nearly 100) in the Museum’s collection. Dairying was big business in Chemung County and many of the bottles were made by Thatcher Glass in Elmira. Back in the spring when we were planning our farming exhibit, I got to look through a lot of these bottles. One in particular caught my eye. The text on the brown glass milk bottle read: “Liqui-Cal A New 900 Calorie Food for Weight Control.” I was intrigued.
Liqui-cal came onto the market in 1960. It was a food in liquid form consisting principally of milk solids, sugar, cocoa, cream and added vitamins and minerals for use in a weight reducing diet. A quart of Liqui-cal cost 89 cents. One bottle was a full day’s supply for dieters on a full liquid diet or a two or three day supply for those on a modified diet that included other foods. It could be found in the dairy case at grocery stores and was also available for home delivery through local dairy routemen. In 1961, chocolate, vanilla, and coffee flavored frozen Liqui-cal “ice cream” was introduced for people who wanted a change from the all-liquid diet. (READ MORE)