When Alacer's Emergen-C line of bubbly vitamin and mineral formulations hit store shelves 30 years ago, the effervescent concept was novel for the U.S. dietary supplement industry — even though Alka Seltzer's “plop plop fizz fizz” was already a household ditty on the pharmaceutical side. Other effervescent vitamins came, but many of them fizzed out, leaving Emergen-C as one of the few longstanding U.S. effervescent supplement brands.
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