Kraft

What ever happened to Tang?

November 29, 2011: 5:00 AM ET

TangFORTUNE -- Once an American cultural icon and the favorite drink of astronauts in the '60s, Tang has mostly fallen off the radar in the U.S. Elsewhere, though, the powdered beverage is booming. Since 2006, Tang's worldwide sales have doubled to $1 billion, making it one of 12 billion-dollar brands for Kraft. Brazil, Argentina, Mexico, and the Middle East are the top markets. (The U.S. doesn't even crack the top five.) Kraft (KFT) says drinkers in the developing world like it for its low price and (ahem) nutrition. Plus, Kraft has added local flavors like lemon pepper and soursop. Orange is still the most popular, with mango a close second. --Anne VanderMey

This article is from the December 12, 2011 issue of Fortune

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