AYDS Appetite Suppressant Candy

OTC appetite suppressant revitalized from a dying brand with sales under $1 million to $12 million in 1986.

Ayds was acquired in 1981 under a 99 year license from Purex Industries, then a division of The Dial Corporation.

AYDS had a 60 year heritage as an appetite suppressant. So with its consumer, it had a strong brand identity. It also had a unique form. However, with declining advertising and marketing support, brand sales fell to approximately $1 million in 1981.

The product was a caramel candy cube that contained benzocaine, "a topical anesthetic," which made it a safe and effective appetite suppressant.

It also did not cause any of the negative jittery side effects of the leading brands that at that time contained phenylpropanolamine.

Himmel had built sales to approximately $12 million and then sold the brand in December 1986 to The Dep Corporation.