Tarax

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Tarax is an Australian brand of soft drink.

Tarax was the brand-name of an independent Melbourne soft drink bottler which listed as a public company in 1959, as the Taraxale Brewing Company.

Tarax was a market innovator, including sponsorship of the Tarax Happy Show on television from 1957 and the development of new packaging, such as the steel can.

"In the 1950s they won an Australian Institute of Food Science and Technology Award for their co-production of a flame spin sterilizer." (http://www.austehc.unimelb.edu.au/asaw/biogs/A001471b.htm)

Producing a wide range of flavours including lemonade, orange, lime ("Limelite"), cola, lemon, pineapple, raspberry ("Crimson"), root beer, bitter lemon, "Solo", and "Panda", and the American "Dixi-Cola", Tarax was at its peak in Australia's consciousness during the 1960s, when it sponsored The Tarax Show on Australian television, and was one of the top-selling soft drinks in Victoria. The 1970s saw the brand re-invent itself with the dropping of several flavours, and the introduction of "Black Label" in lemonade and orange.

Cadbury Schweppes took over Tarax in 1972, and continued to market Tarax soft drinks as a regional brand to complement its national brands.

While Tarax's popularity has waned since the 1970s, it has still remained on the market, albeit with far lower prominence, relegated primarily to supermarket shelves.

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