10/09/2026
For a brief period in the 1960s, one of America’s most famous space-age products was… powdered orange juice.
Tang had been struggling to convince Americans they needed orange juice in powder form. Then John Glenn took it aboard Friendship 7, NASA kept serving it to astronauts, and suddenly drinking Tang felt like drinking the future.
But arguably the more interesting part of the story is what happened next.
Tang travelled far beyond the country that invented it, finding a particularly unlikely second life in the Arab world. Today, more than half of its annual Middle East sales happen in the weeks around Ramadan.
A drink made famous by the space race somehow became part of the ritual of breaking fast.
Which might be the strangest thing about global brands: where they begin isn’t always where they end up belonging.