Pepsi Sold Devil Shake to Yoo-hoo for $1 After 1966 Launch Lost Millions

2 articles · Updated · Fox News · May 30

Within a year of its 1966 debut, Pepsi scrapped Devil Shake and sold the operation to Yoo-hoo for $1 after the chocolate drink lost millions.
A $100,000 internal study had predicted Devil Shake would outsell Yoo-hoo 5 to 3, but Pepsi overlooked that Yoo-hoo controlled the shelf-stable production technology the product needed.
Pepsi briefly paid Yoo-hoo about $1 million to manufacture Devil Shake, underscoring how its rival held the key hydrostatic sterilizer process that kept the drink unrefrigerated until opening.
Yoo-hoo, created in the 1920s and popularized nationally by the 1960s, outlasted Pepsi's challenge and remains a nostalgic brand now owned by Keurig Dr Pepper.

In an era obsessed with nostalgia, can Yoo-hoo's 100-year-old legacy secure its future against modern beverage giants?

How did a simple drink's 'secret' technology cause the mighty PepsiCo to lose millions in just one year?