It’s probably an exaggeration to say I never had this stuff growing up, but not by much. I am reasonably sure that my mother literally never bought that stuff; any flavored sugar drink money was reserved for something that would mix better with rum. (It is probably just as well she didn’t buy it. Knowing her, she would have skimped on sugar to save money and I wouldn’t have drank it anyway.)
We also didn’t have a TV for about 8 years when I was growing up, so I was not haunted by nightmares of a giant glass pitcher come to life and busting down my bedroom wall.
Unlike many things tied to growing up semi-poor, this was one product I didn’t covet or whine for. If I was going to beg for something in a foil packet, I would angle for Pop Rocks. I don’t even remember drinking this stuff much at friends’ houses. What was I drinking? Milk, I guess. I drank a ton of that stuff growing up. Still love it.
My strongest tie to Kool-Aid was probably an admonition not to drink it, thanks to Jonestown happening when I was in second grade—although, as the marketers will rush to tell you, they didn’t even drink Kool-Aid there; it was Flavor Aid. (Testimony conflicts on the veracity of this.)
Later in life, I’d associate the drink with Tom Wolfe, Ken Kesey, and the Merry Pranksters. In college, I dropped my fair share of acid, but Kool Aid was never a delivery system.
My husband did grow up in a household with Kool-Aid, but he was not impressed either. “It’s what you drank when there was no Pepsi,” was his assessment. So when we had a kid, he didn’t get much Kool-Aid either. He mostly grew up on juice boxes and bottled water, but he insists that he had Kool-Aid in pouches on an infrequent basis. Way bigger trash footprint.
Some other details I found for this post: The brand came into being in Hastings, Nebraska, in 1927, where they still have a party every year. It is Nebraska’s official soft drink. The brand was sold to General Foods in 1953.
The powder stains, so it can be used as a dye. (This might have been another deterrent to me getting any as a kid, although now I kinda want to see what it does to my hair…)
There’s a collector’s market for vintage Kool-Aid packets; eBay was a fun rabbit hole to go down: sellers of packets from the 1970s are asking $15-20 for some envelopes. Once upon a time, there wouldn’t have been much to collect: Only six flavors were sold originally. That number is above 20 today.
Did you grow up drinking this stuff? Tell me your memories!
